ABOUT

THE CHALLENGE
From airbrushed mums in adverts to polished posts from parenting influencers on Instagram, the unrealistic myth of ‘perfect parenting’ disempowers parents across the category and culture of baby care. No wonder over half of parents feel like they’re failing during the first year. Our challenge was to change the conversation around parenting, but do so with only a fraction of the budget of our conglomerate competitors.

THE SOLUTION
#ThisIsParenthood flipped the category on its head by celebrating the perfectly imperfect world of parenthood, tackling taboos and dispelling myths. To do this we documented real parents from across the world during their first year of parenthood - the highs and the lows. We created a series of short films, a documentary, photo series, social content and OOH that was seeded specifically in the places and spaces where parents needed support the most. We even worked with heroic parenting podcasters The Scummy Mummies to livestream a comedy show at 3am that united lonely parents on the night feed.

RESULTS
By inspiring self-belief in parents across the world, #ThisIsParenthood changed the conversation around parenting – sparking honest and open debate in social. Over 6.5 million views lead to a longer term 6% lift in brand awareness. The project also delivered commercial success with increase in sales over the campaign period as a direct attribution to the project.