20-05-2025
Jack Robbins Says Mom Susan Sarandon 'Loves' How His Nepo Baby Persona Is Being Used for Good (Exclusive)
Jack Robbins, son of Susan Sarandon and Tim Robbins, is using his "nepo baby" persona that went viral in 2023 to raise awareness about the diaper crisis
The actor says his mom, who appeared in his "nepo baby" comedy skits, is "supportive" of him using the character for a good cause
According to the National Diaper Bank Network, half of U.S. families with young children are in need of clean diapersJack Robbins is showing how being a "nepo baby" can do some good.
Two years after going viral for his satirical video titled "Day in the Life of a Nepo Baby," which depicts Jack's "daily routine" as being the son of Susan Sarandon and Tim Robbins, the actor has partnered with the National Diaper Bank Network to shine a spotlight on diaper need, which impacts 1 in 2 U.S. families.
Speaking with PEOPLE about the campaign, Jack says he's always viewed comedy as a "tool" for spotlighting important issues, such as families struggling to afford diapers, a fact he admits was "shocking" to learn.
'I was so very excited when the National Diaper Bank Network and advertising agency Tombras approached me to co-direct and star in this campaign," he says. "The fact that half of U.S. families with young children can't afford diapers is a serious issue, so it's an honor to use my comedy and 'nepo baby' character for something so clearly good and important as their mission to end diaper need."
Jack adds that his mother, who is known for her political and social activism as well as her acting career, was "supportive and happy for me" for raising awareness. "She loves the character and she's been very supportive of it," Jack says.
In a PSA for the 'Nepo Babies for Babies' campaign, Jack plays up his aloof "nepo baby" persona while urging viewers to focus more on real babies and visit to learn about the National Diaper Bank Network's mission and support their efforts to end diaper need in the U.S. by donating diapers, dollars or time.
As the campaign points out, in 2024, the term "nepo baby" received 99.8% more media coverage than the term 'diaper crisis,' according to research from advertising agency Tombras.
Half of U.S. families with young children are in need of clean diapers and 1 in 4 parents miss work or school because they can't afford the diapers required to bring their child to child care, according to The NDBN Diaper Check 2023.
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'I hope people watch the PSA, especially because working with the lead actor, me, was very difficult, because of his ego and self-sabotaging nature. I am relieved we were able to finish the shoot day with only a handful of mini nepo meltdowns," Robbins says.
'So many public health issues facing our country are complex and seemingly unsolvable. Ending diaper need is simple and only requires small things like diapers,' Joanne Samuel Goldblum, CEO and Founder, National Diaper Bank Network, said in a statement.
'We are so grateful to Jack and the entire team at Tombras for bringing a bit of humor to a very real problem that is prevalent in all of our communities. We all know that every baby deserves clean diapers.'
Read the original article on People
