Becoming a new parent is daunting. Children don’t come with an instruction manual. And there is so much chatter in the world telling parents possibly right things, possibly wrong. Think HQ and Raising Children Network have launched “the guide you never got”, positioning the not-for-profit’s comprehensive website as Australia’s leading destination for free, evidence-based parenting information, supporting families from pregnancy through to age 18.
The Australia-wide national brand awareness campaign came from Think HQ winning a competitive pitch against two other agencies and responds to growing concern among parents about conflicting and unreliable advice online. With social media often amplifying information overload, the work aims to cut through the noise and reconnect parents with evidence-based guidance they can trust.
The creative taps into a universal parenting truth – every parent has wished their child came with a guide. A series of short-form videos brings this idea to life, showing parents discovering a personalised ‘manual’ for their child – a metaphor for the trusted, expert advice available through Raising Children Network.
Raising Children Network director, Derek McCormack, commented, “Parents are under pressure and often searching for quick answers, but the volume of advice online can be overwhelming. When it comes to children’s health and wellbeing, information from social media or AI can be misleading or simply wrong. This campaign is a reminder that trustworthy, free support is just a click away.”
Think HQ creative director, Wellison D’Assuncao, added, “Every parent has had that moment of ‘I have no idea what I’m doing’. We wanted to meet parents there – not with another social media opinion, but with reassurance and guidance grounded in real expertise.”
Benedictus Media managing director Danielle St George, stated,“This is exactly the kind of work we exist to amplify – an organisation making a genuine difference in people’s lives. The media strategy focuses on reaching parents in the moments that matter, across the platforms they already turn to for advice.”
The campaign launched on February 9 and will run through June, with three bursts across YouTube, Prime Video, 9Now, Meta, and podcast platforms Mamamia and Acast.
Credits
Client: Raising Children Network
Director: Derek McCormack
Strategic Communications Manager: Stephanie Childs
Marketing Manager: Belinda Howe
Agency: Think HQ
Founder & Managing Director: Jen Sharpe
Director Sydney: Sarah Wood
Creative Strategist: Kate Shelton
Chief Officer Business Development: Jane Emery
Creative Director: Wellison D’Assuncao
Art Director: Josella Bray
Copywriter: Zoe Mano
Designer: Phoebe Lim
Junior Account Director: Tina Paul
Senior Integrated Producer: Callum Yeo
Audio Producer: Adam Dixon-Galea
Senior Editor: Tim Egan
Production: Wayward Production
Directors: Sam Doyon, Morgan Way
Still Photography: James Horan
Media: Benedictus Media
