Huggies launches new ‘Be Comfortable In Your Skin’ brand campaign via Ogilvy, Sydney
For the first time, Huggies is taking a stand on the growing issue of parent-shaming with its latest ‘Be Comfortable in Your Skin’ campaign via Ogilvy Sydney.
The brand has developed a concept that focuses on showcasing and championing real Aussie families and their everyday struggles to remind all parents that no one knows their baby like they do.
Through a variety of executions including a TVC and film, plus supporting PR and paid media, the campaign aims to start a national movement that encourages people to ‘parent-fame’ not ‘parent-shame’ and to celebrate 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, showcasing the raw emotion that lies behind the issue. The film resolves with positive feedback from those who matter most – the parents’ children and partners. The film is currently live on Huggies’ Facebook page, YouTube page and website.
Says Rahul Asthana, senior marketing director, Kimberly-Clark ANZ: “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.”
Says Jenny Mak, creative director at Ogilvy: “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 more healthy 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 amplify the impact of the campaign through earned media, Huggies enlisted communications agency, opr, who commissioned a national survey to find out the true scale and impact parent-shaming can have on parents. Being the first Australian-commissioned research that addresses this issue, Huggies also teamed up with psychologist Sabina Read and celebrity mum Snezana Wood to drive home 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, who Huggies is partnering with to help Mums feel more comfortable in their skin, no matter how they choose to do it.
The new TVC runs from Sunday 23 February across Australia.
Huggies:
Rahul Asthana: Senior Marketing Director
Lauren Crawley: Baby & Child Care Sector Lead
Phillipa Gagg: Senior Brand Manager
Fiona Kelly: Senior Brand Manager
Bianca Edmunds: Brand Communications Manager
Ogilvy
Ogilvy X
Squeak E. Clean Studios
Opr
Mindshare
Resolution Media
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21 Comments
powerful stuff
Totally had me hooked on the honesty in this film. Well done. Don’t often see this stuff on the blog.
Masterfoods meets Beauty Sketches
Good stuff, engaging and powerful
Great work. Powerful. Authentic. The issue is real.
Some people just need to grow a thicker skin. Utter dross.
From the non-parent….
Who tells those who are clinically depressed to pull it together?
Hey, it’s really nice that the commenters above are supporting their friends that made this – getting in early with glowing reviews and all. And sure, the production is fine and the 30 second ad is ok in a typically dull creative category.
But at the heart of it there is something very, very wrong with the long content piece. Besides being utterly derivative, the end of the film is predictable from the get go, and the pay-off is boring beyond belief – and I say that as someone who actively buys nappies every week.
The police sketch artist was a brilliant premise for Dove. It’s a fascinating process for viewers to witness. It brings the idea to life and the end result is something we’re intrigued to look at. But asking people to score themselves out of 10? Well, of course mums are going to be self-effacing. And naturally families are going to be generous with praise. It certainly doesn’t make almost 5 minutes of film worth sitting through.
Didn’t shed a tear. Not one. Rolled my eyes a couple of times though. The only valid explanation for this is if it was the client’s idea. And if it was – well done for producing it nicely.
As a soon-to-be member of this target market, this ad hit me right in the heartstrings – plus I think its an issue the Huggies has potential to own. It will be interesting to see how the brand follows up on this ad with activity to support this stance. i.e. What will Huggies do to help more parents “feel comfortable in their skin.”
yeah man it’s almost as if this is a product for babies hey. Some people just need to read Jodan Peterson.
One of the most real pieces of work in a long time.
this is awesome. Had me tearing up when I first saw it – great work.
It’s not an idea it’s content.
Dove beauty sketches. total rip off.
Yet another fabricated cause bandwagon to jump upon for awards.
Brave move Huggies & Ogilvy, love this. The cynics and the haters are out of control… Sad really.
‘Start a National movement’
Twats.
2 mums are better than one!! Why did you not feature 2 lesbian mums. I would have gladly participated. You’ve got Muslim mum, asian mum, heck you even have black dad and white mum…
You’re a mum. Doesn’t matter what colour, what creed, what gender identity, or sexuality. You’re a mum and this ad is about mums.
Great insight. Terrible execution
As a male mum I feel underrepresented.