Johnson’s Baby has launched a new Facebook initiative called ‘The mum to mum project’ to encourage mothers across Australia and New Zealand share their messages of reassurance with new Mums.
Created by Profero and DDB, the campaign encourages mothers to share messages of reassurance and inspiration with other mothers by creating virtual ‘patches’ which are added to a virtual patchwork of messages. Once there they can also share and vote for their favourites.
The most popular messages will also be printed on two thousand Mum to Mum baby wraps and donated to the Murdoch Children’s Research Institute – official charity partner of JOHNSON’S® baby. Each baby wrap will be gifted to a mum and baby involved in research to improve children’s health in Australia and NZ.
Lil Fazio, Johnson’s baby senior brand manager commented: “The Johnson’s baby Mum to Mum Project allows mums to draw from their own experiences to give new mums the confidence to know that they are doing a great job.
“With 99% of mums already on Facebook, we have the power to touch hundreds of thousands of families with messages of inspiration and positivity.”
The campaign will run until early September.