C&G Baby Club says Love Don’t Judge
New integrated campaign is aimed at ending parental judgement for good.
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C&G Baby Club, the online community providing advice for new and expecting parents, is launching a new campaign aimed at confronting one of the biggest issues facing parents today: judgement.
New research has shown that over half of parents in the UK (58%) feel judged every week, and that this pressure has only intensified during lockdown, with 42% of parents feeling increased pressure from social media and two thirds (65%) confirming they felt isolated as a parent.
The Love Don’t Judge campaign was created to encourage parents to follow their instincts and do what feels right to them, all while dispelling judgement around many common parental themes, from using a dummy to who decides to stay at home.
Launched on 8th July, the work was created by BETC London, with support from MullenLowe Open (customer engagement) and One Green Bean (PR), with media planning and buying by Merkle and Wavemaker. Featuring six real families with real judgement stories, the campaign will launch with a 60s spot and cutdowns, in addition to a suite of longer format films, each focusing on a different family sharing the judgements they have faced along with their advice on how to cope.
The featured families include mum of three, and TV presenter, Stacey Solomon. In her ‘Real Judgement Stories’ film, she talks about thoughts on babies and screen time.
Credits
powered by
- Agency BETC/London
- Production Company Agile Films
- Director Saul & Josh
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Credits
powered by
- Agency BETC/London
- Production Company Agile Films
- Director Saul & Josh
- Grade The Mill/London
- Post Production No. 8
- Music Wake The Town
- Art Director Ann Moyse
- Colourist Thomas Mangham
- Post Producer James Everett
- Composer Dom Bastyra
- Executive Creative Director Rosie Bardales
- Producer Rachel Bishop
- Senior Creative Nadia Doherty
Credits
powered by
- Agency BETC/London
- Production Company Agile Films
- Director Saul & Josh
- Grade The Mill/London
- Post Production No. 8
- Music Wake The Town
- Art Director Ann Moyse
- Colourist Thomas Mangham
- Post Producer James Everett
- Composer Dom Bastyra
- Executive Creative Director Rosie Bardales
- Producer Rachel Bishop
- Senior Creative Nadia Doherty
In addition to the films, C&G Baby Club has developed a limited edition range of baby grows highlighting the many judgement themes reflected in the campaign, with playful lines such as ‘My dummy, my business’ and ‘I’ll walk when I’m ready’. The club will be giving away 15,000 ‘Love Don’t Judge’ printed baby grows to new members thatjoin while stocks last. All parents are welcome to take part and share their stories using the #LoveDontJudge hashtag.
The brand has also partnered with charity Family Action to host a series of online Parent 2 Parent support groups, matching parents with other like-minded parents–as well as operating its own 24-hour a day careline to offer judgement-free support to anyone who needs it.
Tom Hickton, Head of Brand at C&G baby club, commented:“Over half of parents we spoke to still think it is normal to be criticised for their parenting style. In fact, there’s only one way to bring up your baby –your way. Even when things feel uncertain, we want parents to know they should always trust their instincts.”
Nadia Doherty & Ann Moyse, Creatives at BETC London:“When creating this campaign, it was amazing to see how much it resonated with parents. This especially came out in the casting process with the same types of judgement stories emerging again and again. One thing became very clear: there is a huge amount of pressure, both internal and external, placed on parents to be perfect. But there’s no such thing as perfect. Especially when it comes to parenthood.”
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