Huggies – Be Comfortable In Your Skin

Parenting’s a tough gig. There’s economic strain, lack of sleep, anxiety over whether you’re doing it right and unsolicited advice from friends and family. On top of that, social media has given complete strangers an opportunity to ‘parent shame’. In fact, 92% of Australian parents believe they’re not doing a good enough job.

To encourage people to ‘parent fame’ not ‘parent shame’, we showcased real Aussie families and their everyday struggles to remind parents that no one knows their baby like they do. By celebrating parents and empowering them to feel comfortable in their parenting abilities and choices, this campaign helped shape a healthier conversation around parenting and ultimately alleviated some of the unnecessary pressure Aussie families feel to be perfect.

So far, the campaign as led to three consecutive quarters of share growth for Huggies – the first time years.