Ogilvy Sydney: Huggies vs parent-shaming (Parents’ confidence wins)

Parent-shaming is becoming an issue. Social media is full of know-it-alls and judgement deliverers too eager to criticise people about everything from breastfeeding to stay-at-home dads. Huggies is taking a stand against the angst parent-shaming causes by championing real Aussie families and their everyday struggles to remind all parents that no one knows their baby like they do.

The full campaign is made up of a variety of executions including a TVC and film, with supporting PR and paid media. The campaign aims to start a national movement that encourages people to parent-fame not parent-shame and to be open to a diverse range of parents and parenting styles.

The supporting Parent Performance Review film shows real Aussie parents judging themselves on their parenting styles and skills, highlighting the raw emotions that lie behind the issue. The film resolves with positive feedback from those who matter most – the parents’ children and partners. It is currently live on Huggies’ Facebook page, YouTube page and website.

Rahul Asthana, senior marketing director, Kimberly-Clark ANZ, commented, “In a bid to get people talking about, and ultimately ending parent-shaming, Huggies wants to celebrate all parents and empower them to feel comfortable in their parenting abilities and choices. This campaign takes a new direction and we’re changing the way we represent modern parents by showcasing a range of real Aussie families to create conversations to help put an end to parent shaming. We want to encourage parents to support each other, and above all give parents the credit they deserve. Because ultimately, if your baby is happy and healthy, you’re doing a great job as a parent.”

Jenny Mak, creative director at Ogilvy, added, “It’s been an exciting opportunity to help a market-leading brand take a leadership role on a social issue that’s impacting parents across the country. By creating a campaign that positions Huggies as the positive voice that reassures parents, we’re looking to help shape a healthier conversation around parenting and ultimately alleviate some of the unnecessary pressure Aussie families feel to be perfect. We want parents to know that as long as your baby is happy and healthy, you can feel as comfortable in your skin as your baby’s skin feels in Huggies nappies.”

To fill out the campaign, Huggies commissioned opr to conduct a national survey to find out the true scale and impact parent-shaming can have on parents, the first Australian-commissioned research that addresses this issue. Huggies also teamed up with psychologist, Sabina Read, and celebrity, Snezana Wood, to underline the mental toll that parent-shaming can have as well as providing helpful advice parents can take on-board should they be parent-shamed.

To ensure as many Australian parents as possible were reached, Huggies also worked with Mindshare to launch a large-scale screens strategy across TV, BVOD and Online Video. This will be complemented by a unique partnership with Australia’s largest women’s network, Mamamia, with whom Huggies is partnering to help mums feel more comfortable with parenting their own way.