What if a babyphone wasn’t just for listening to babies? Gallia (Aptamil) knows that parents need to be listened to too. So BETC Paris and Gallia/Aptamil have launched the MommyPhone that highlights the need for awareness about post-partum struggles. Imagine a babyphone with a button linking parents directly to experts in early childhood and parenting. That’s the idea behind MommyPhone, a powerful symbol to highlight Gallia/Aptamil’s helpline.
Accessible 24/7, this free number enables all parents to benefit from free, confidential, tailor-made support. The team of professionals can also be contacted by email or chat to listen, support and reassure parents. It is also possible to talk to a psychologist or a former midwife on certain days.
Behind the campaign is an often veiled truth – becoming a parent is a physical, mental and emotional upheaval. This reality is often downplayed, reduced to simple ‘little slumps’. Statistics tell another story. 9 out of 10 parents say they are physically, psychologically or emotionally exhausted; 88% of parents say they experience ‘both happiness and exhaustion during the post-partum period; and 97% of parents would like more support during this period. The need for listening and parental support is crucial but post-partum challenges remain a taboo topic, for fear of judgement or lack of suitable resources.
The campaign leads with a film in which Gallia/Aptamil and BETC brought together young parents around a table. In a friendly atmosphere, these parents were able to discuss the difficulties they had encountered during pregnancy and the post-partum period, and to realise that they were not alone. In this film, the MommyPhone is used as a tool to help people speak out. The campaign ailms to change the way we look at the post-partum period, to break the silence around parenting difficulties and, above all, to offer appropriate resources to deal with them.
The campaign is running on French TV, online and in social networks.
Credits:
Client: Danone [Laboratoire Gallia (Aptamil)]
Client Team: Julie de Prittwitz, Sónia Penim, Julie Proffit, Inès Leroux
Creative Agency: BETC Paris
Account Management: Christelle Fagot, Mathieu Laugier, Adèle Salomon, Vincianne Dewailly
Chief Creative Officer: Stéphane Xiberras
Executive Creative Director: Olivier Aumard
Creative Directors: Christopher Oldcorn, Kais Brahmi
Art Director: Rayhaan Khodabux
Copywriters: Antoine Gauquelin, Julien Sens
Creative Resources Coordinator: Anaïs Grelet
Head of Production: Susan Baumerder
Creative Producer: Gwendoline Burel
Director : Edith Chapin
Photographer : Jair Lanes
Production Company: SOLDATS
Post-Production Company: 1to1
