Triple P empowers Aussie parents in new ‘Next Gen Parenting’ campaign via Topham Guerin

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Triple P empowers Aussie parents in new ‘Next Gen Parenting’ campaign via Topham Guerin

Triple P Parenting Program has launched a new ‘Next Gen Parenting’ campaign, created via Topham Guerin. The campaign, which is backed by the Australian government, is designed to help parents navigate common parenting challenges, providing them with practical tips and advice that will help them raise their children from ‘chaos to captain’.

 

Triple P offers five online programs that help parents build on the knowledge and skills they already have. The programs are filled with evidence-based tips and strategies designed to empower them to bring out the best in their kids from the ages of 0 – 12.

Today’s parents are responsible for the next generation of medical professionals, teachers and airline captains, and research shows many of them are worried their kids won’t reach their full potential. Nobody has all the answers to perfect parenting, but with the right support, parents can help their kids become whatever they dream of. The new brand campaign ‘Next Gen Parenting’ embodies just that, showing kids growing from bedtime battles to boardroom bosses through the support of their parents.


Triple P has launched the brand campaign with a 60-second film that aims to give parents a taste of how Triple P’s online parenting programs can help them positively influence their child’s skills and development while becoming more confident as a parent.

Says Eva Meester, global head of marketing at Triple P: “We wanted to bring our programs to life in a fun, relatable way for Aussie parents.

“However, it was important for us to do this while still keeping within our position as the experts and authority on positive parenting, and we really think that’s been achieved with the Next Gen Parenting campaign.”


Says Adam Frazer, creative director at TG: “The Next Generation Parenting campaign really allows us to lean into the fact that kids aren’t always perfect, but the chaos can be a lot of fun too, so why hide it? We’re excited to keep exploring what this means for Triple P and parents across Australia as we bring the campaign to life.”

The ‘Next Gen Parenting’ brand campaign will be rolling out across digital media including YouTube, Meta and Spotify from June 2024.

Triple P empowers Aussie parents in new ‘Next Gen Parenting’ campaign via Topham Guerin

Agency: Topham Guerin (TG)
Managing Director: Sam Newton
Creative Director: Adam Frazer
Senior Account Director: Alastair Prime
Senior Account Manager: Angeline Dano
Copywriter: Kristen Byass
Studio: Aaron Barkla
Media Manager: Laura Cobarro

Production: The Producers
Director: Pete Moore
EP: Noelle Jones
Production Manager: Georgia Rankin
DOP: Chris Miles
Wardrobe: Kellie Montgomery
Casting: Castaway Pay
Offline – Joe Morris
Online – Jamie Scott & Jack Ralph
Colourist – Ferg Hally
Animator – Jo Fong
Sound – Mario Gabrieli

Client: Triple P International
Global Head of Marketing: Eva Meester
Communications Manager: Nikki Rassalski