The Nutricia Baby Connection app for the iPhone is meant to get fathers more involved during pregnancy. Since the app works best when the parents use it as a couple, Nutricia created an innovative publicity stunt that lets men experience pregnancy for themselves.

The Nutricia Baby Connection app campaign took place in a busy mall, where men were clothed in pregnancy-simulating outfits. The men were then asked to do simple tasks like get out of bed, do household chores and sit in a chair. It is funny to watch as these men struggle with what their partners have to deal with every day. The campaign is a great way to let men experience things that their bodies will never have to undergo.