WaterWipes New Global Campaign Promotes Realistic Parenting
WaterWipes, the world’s purest baby wipes, has launched #ThisIsParenthood in over eight countries.
The project is in direct response to research that shows the ‘picture perfect’ portrayal of parenting in culture is disempowering parents, with over half of parents feeling like they are failing in their first year.
With the majority of the category adding to this perfect image of parenting, the need for greater honesty in culture around parenthood inspired #ThisIsParenthood and aims to disrupt this unrealistic image of parenting by documenting the realities of parenting across the world.
To create #ThisIsParenthood, WaterWipes has partnered with 86 parents across three continents to produce a 16-minute documentary, 12 short films and a photography series that shine a light on real parenting.
Through #ThisIsParenthood, WaterWipes wants to change the conversation around parenting by celebrating the realities, normalising the ups and downs, and bringing parents together through shared experiences.
This new global study surveyed over 13,000 parents worldwide and revealed that more than half of parents (55 per cent) feel like they are failing within the first year of parenthood and that the ‘picture perfect’ portrayal of parenting in our culture is disempowering parents across the world.
Of the 1,000 Australian and New Zealand parents surveyed, almost two thirds (63 per cent) felt like they were failing during their first year of parenthood – with mums more likely to feel this way than dads (67 per cent vs 48 per cent).
According to the WaterWipes study, the top sources of pressure for new parents in Australia and New Zealand are social media, other parents, advertisements, the portrayal of parenting on TV, their partner, and pressure on themselves.
More than half of these parents (51 per cent) feel that the highest contributing factor to feeling as though they are failing as a parent is when they fail to meet the high expectations they set for themselves.
The fully integrated platform of #ThisIsParenthood was created in collaboration with BAFTA-nominated director Lucy Cohen and shot over two months across three continents.
Cohen said: “As a new parent, this project really resonated with me.
“It can feel as though there are a whole host of expectations from the outside world as well as the pressure a new parent inevitably puts on themselves to get it right first time.
“It was a privilege to work with such inspiring parents across the world and I am grateful to all of those who willingly shared their reality.
“I hope the conversation extends far beyond the films themselves.”
Using the documented footage, WaterWipes developed an ecosystem of content specifically designed around their audience and the unique consumption habits of parents.
The agency identified specific tensions and social taboos to create short films around themes such as bonding, identity, and good old-fashioned mess.
The content was designed to live, breathe and grow on social channels, where it can inspire and empower parents to share and discuss their #ThisIsParenthood moments – fuelling a global shift towards a more honest and open conversation around the highs and lows of parenting.
Marzena BodyCare Australasia (AUNZ distributors of WaterWipes) marketing and sales manager, Andrea Hawes said: “As a brand competing in a category dominated by big players, we were looking for a disruptive approach that would challenge stereotypes.
“At times parents are left feeling like they are failing, especially when they are surrounded by false images of perfect parenting, and as a company that stands for integrity in our products, our advertising and everything we do – we wanted to change this.
“By identifying parenting taboos and distributing them into the places that parents are already talking, we hope to spark conversation around parenthood in a way that is authentic to our brand.”
Latest News
Sydney Comedy Festival: Taking The City & Social Media By Storm
Sydney Comedy Festival 2024 is live and ready to rumble, showing the best of international and homegrown talent at a host of venues around town. As usual, it’s hot on the heels of its big sister, the giant that is the Melbourne International Comedy Festival, picking up some acts as they continue on their own […]
Global Marketers Descend For AANA’s RESET For Growth
The Australian Association of National Advertisers (AANA) has announced the final epic lineup of local and global marketing powerhouses for RESET for Growth 2024. Lead image: Josh Faulks, chief executive officer, AANA Back in 2000, a woman with no business experience opened her first juice bar in Adelaide. The idea was brilliantly simple: make healthy […]
Is Meta’s New AI Chatbot Too Left-Wing?
Meta's chatbot accused of being left-wing after being caught wearing a Che Guevara T-shirt & listening to Billy Bragg.
TV Ratings (23/04/2024): Why Did No One Tell Angela That Farmer Wants A Wife Is Set On A Farm?
As wonderful as this headline is, let's face it, we all know an 'Angela', don't we?
PubMatic Unveils New AI Partnership To Turn Social Posts Into Ads For Any Digital Channel
Here's some nifty tech for turning social posts into ads. Assuming said posts aren't one-star character assassinations.
Intuit Mailchimp Makes A Splash With Its First Australian Brand Campaign
Ever laugh along at a gag you didn't get so as not to appear dumb? Get ready for more feigning with this new work.
GumGum’s Rob Hall: Advertisers Can No Longer “Rely On Binary Descriptions” Of Consumers
If anyone's got their finger on adtech's pulse, it's Rob Hall. He also avoids using the good paper in the office printer
Mastercard Nabs Florencia Aimo From Marriott International
Marriott International's Florencia Aimo jumps from the hotel business to the exploitative credit card one.
Bastion Agency Appoints Cheuk Chiang As New ANZ CEO
Cheuk Chiang takes the reins over at Bastion Agency. But not the rains down in Africa.
Spotlight On Sponsors: Major Sponsorship Wins After A Disappointing Week In Sport
B&T continuing our deep dive into local sport sponsorships & that's despite not a single offer of a free ticket as yet.
Macca’s Marketing Director, Samantha McLeod On Big Mac Chant: “What Was Once Old Is Now Cool Again”
Macca's using the power of nostalgia in latest Big Mac campaign. Well, only for those who've ever eaten one sober.
World Premiere Of Midnight Oil: The Hardest Line To Open Sydney Film Festival 2024
Oil's biopic to open Sydney Film Festival. Here's hoping Molly Meldrum will take his pants down at the premiere.
Entries Are Now Open For The 2024 Brandies, IntelligenceBank’s Annual Brand Marketing Awards
The Brandies are, of course, a prestigious marketing gong and not the mystery tipple favoured by nannas everywhere.
The Fred Hollows Foundation Appoints Ardent For PR
Yes, we all like to have a joke at PR's expense. But sometimes it does important work, like this.
AI, eCommerce & Marketing Specialists Are In Increased Demand By Businesses, New Data From Fiverr Shows
Has your philosophy & anthropology degree left you with nothing but a huge HECS debt? Here's what you should've studied.
Perth’s First 3D Anamorphic Billboard Arrives Courtesy Of oOh!media
Do you love a buzzword? Now you can add anamorphic to the list as it relates to billboards, not a colleague's ears.
MasterChef Australia & Crown Resorts Launch Unique Dining Experience With ALUMNI
A pop-up restaurant staffed by MasterChef contestants! That's fine dining prices for first-year apprentice chef cuisine!
Amanda Laing Announces Resignation From Foxtel Group
Foxtel's chief commercial & content officer heads for the exits. Read nice things the bosses said about her right here.
The Lost Letters From Our Diggers: News Corp Unveils ANZAC Day Special
It's nice when brands respectfully acknowledge ANZAC Day.
Howatson+Company Acquires Akkomplice
Large indie acquires a slightly smaller indie. Much like a shark eating a tuna, just with less thrashing and blood.
Google Delays Third-Party Cookie Deprecation Again
In good news for the sale of picture library biscuit photos, Google continues to tease over the end of cookies.
Education A Low Priority For Aussies More Concerned With Cost Of Living Forethought Study Reveals
Study finds Aussies cutting back on education due to cost of living. Booze & Uber Eats sales remain largely unaffected.
“I’m Still The Same Person That I Was”: Rikki Stern Says “Fucc It” To Cancer Stereotypes
B&T always happy to promote the anti-cancer cause. Even brands that massively overdo it with the hot pink.
The Unapproved Climate Certification Allegedly Causing Mass Greenwashing
Are you left flummoxed in the canned tuna & free range eggs aisle? Just wait till this green certification gets up.
TV Ratings (22/04/2024): Fans Mock “Over The Top” Reaction To New MasterChef Judges
MasterChef returns for its 2024 season. B&T stands by putting peppercorns in Gravox & no one will be any the wiser.
Dentsu Restructure: Muddle, Harvey & Johnston Take Leadership Baton As Bass & Yurisich Exit
A large broom has swept through Dentsu's local ops this morning, taking with it some big names & the air con's cobwebs.
Industry Shares Trends Shaping The Industry This International Creators Day
B&T's asking adland creators to reveal their top trends. And it's not good news for your Jenny Kee cardigan collection.
Mable Extends HOYTS Sensory Screenings Partnership
Mable has extended its HOYTS sensory screening partnership. Vigorously defends its two-star Oppenheimer review.
Orphan Launches ‘They Need Our Help. We Need Yours’ For Children’s Cancer Institute
Anything to do with childhood cancers has B&T's 110% support. That said, we do ignore the red meat & alcohol warnings.
Smile Team Orthodontics & Keep Left Collaborate On Smile-Inducing Campaign
As parents would attest, given the cost of orthodontics you'd expect this campaign to be a lavish production indeed.
Opinion: How Video Calls Neglect Learning Diversity
Need an excuse to duck out of a video call this arvo? Show this to your boss.
DoubleVerify Achieves First-Of-Its-Kind Responsible AI Certification From TrustArc
DoubleVerify receives responsible AI certification. However, not its robotic vacuum that's been seen menacing the cat.
Smile For A Good Cause: The Social Media Campaign Giving Back To The Community
Are you known as the office Austin Powers? More for you teeth than shagability? Get snappy new fangs with this news.
Elon Musk Mocks Albo After ESafety Wins Court Injunction Against X
Albo's 2024 from hell continues - Rabbitohs in crisis, down in the polls and now feuding with world's richest man.
Real Estate Developer In Hot Water Over “Sexually Exploitative” OOH Campaign
Real estate agents again tops in the 'least trusted profession' polls, nudging used car salesmen & ad creatives.
Epsilon’s Shane Hanby: Post-Cookie Era Relies On “Teamwork” Between Brands, Marketers & Tech
This pro predicts more "teamwork" in a post-cookie era. Which spells bad news for the uncooperative or plain stubborn.