Singer John Legend is joining Pampers on a campaign to install 5,000 diaper changing tables in public restrooms across North America because "daddy diaper duty is a real thing."

The diaper giant announced Monday that Legend would be partnering with the company on the “Love the Change” campaign to get more changing tables installed in public restrooms in Canada and the United States by 2021.

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Dante Palmer, the father who started the viral #squatforchange movement in 2018, will also be joining the effort. Palmer rose to fame last year after a photo of him squatting on the floor to change his son’s diaper in a public restroom went viral.

Pampers said in its announcement that new research conducted by the company revealed "that 9 out of 10 dads have gone into a public restroom that has not had a baby changing table." 

“Pampers, the #1 choice of parents, recognizes dads are more hands-on than ever and wants to help enable them to take the best care of their babies,” the company said.

Legend expressed his excitement to partner with Pampers on the campaign in a statement.

"I am so excited to play a role in Pampers’ Love the Change campaign. I love being a hands-on dad, and it is so important that we acknowledge the active role dads are playing in their babies’ lives," he said.

"Daddy diaper duty is a real thing," Legend told Today Parents. "Daddies should be involved, and overall, we should be involved in the parenting responsibilities as much as we can. It's time for society to say it's time to change this kind of thing."