CHEP & Aptamil Toddler Launch Campaign To Help Mums Return To Work
Aptamil Toddler and CHE Proximity have launched a new initiative called Return Ready to help
the 370 new mums that return to work every day in Australia.
As Australia enters its post-recession recovery, creating an environment where women can confidently return to work will be key to the nation’s growth.
Aptamil Toddler, a leading toddler formulation that supports immunity, has launched the initiative because it’s a time in life when developing strong immune systems is necessary due to interactions with other children at day care, or other carers like grandparents and friends.
Amjad Salahuddin, Aptamil Toddler head of marketing explained: “Returning to work after maternity leave is one of the most difficult times in a new mother’s life. Battling feelings of excitement with anxiety, it’s a day of firsts, and a morning of lasts. Last change, last cuddle before going separate ways.”
The campaign launches with a film directed by Justin MacMillan that follows a mum on her journey to pick her child up after her first day back at work. The film asks mums to visit an online hub where they
can receive a tailored program to help them return ready. Advice, tips and training on how to prepare have been written in consultation with child expert Dr Justin Coulson.
Upon entering their back to work date, mothers are enrolled into the step-by-step return ready program. This offers the tools and guidance to building the physical and emotional resilience in both her and her child the two months leading into going back to work.
“61 per cent of mums work, leaving children to the care of others: day care, home-care, grandparents, nannies,” says Mariana Rice, client partner at CHE Proximity. “While Aptamil Toddler can’t make the first day back at work go faster, it can give mums confidence that they’ll be reunited with more resilient kids.”
“We’re hoping to provide mums with a bit of confidence on a day when it’s in short
supply”, says Annabelle Pocock, GAD at CHE Proximity. “And at a time when many Australians are returning to work after working from home, ‘returning’ means more now than ever.”
The integrated campaign ‘Return Ready’ launches with a hero 45” film and rolls out across OOH, social, YouTube, BVOD and an integrated Mamamia sponsorship.
Latest News
72andSunny Unveils First Campaign For Plant-Based Drink Brand Australia’s Own
Freedom Foods and 72andSunny Sydney have launched the first advertising campaign for Australia’s Own range of plant-based beverages. The campaign introduces a new visual world and identity for the brand and captures the healthy, positive feeling you get when spending time in nature and when consuming Australia’s Own certified-organic, plant-based beverages. As well as featuring […]
“I’m In A Sweet Spot!” Jessica Rowe On Her Venture Into Podcasting
B&T is chatting with the wonderful Jessica Rowe. Due to time pressures, we thought it best not to mention Eddie McGuire.
Stan Sport Confirms UEFA League Commentary, As Comic Ed Kavalee Joins The Team
Do you take your UEFA Champions League football bloody seriously? Well, you may not like this Ed Kavalee announcement.
Ashes Under Threat Amid Fears Of English COVID Coup
Concerning news of an Ashes boycott this summer. As Seven primes Big Bang Theory repeats as a precautionary measure.
Kayo Moves The Footy Season On For Cricket In Star-Studded Work From Special
Yes, B&T's overdoing it with cricket stories today. Which, admittedly, is better than overdoing it with insurance ads.
Fetch Mini 4K Set Top Box Officially Hits Aussie Shelves
Forget all the hassles of wireless-free streaming, the Fetch Mini 4K set top box is here! And with bubble wrap, too.
Silver Lining Launch The Do Nothing Challenge For Smiling Mind, ReachOut, And Orygen
Not-for-profit, for-purpose agency Silver Lining is launching a fundraising challenge that asks Australia to ‘Do Nothing to Do Something for Mental Health’.
Sportsbet’s $139M In Ad Spend Raises Eyebrows, As Bets Double In 2020
B&T is no fan of the recent proliferation of online sports betting apps. Except when we win, then we bloody love them.
Thursday TV Wrap: Home And Away A Shining Entertainment Star
When B&T thinks Summer Bay, we think "love, exciting & new, come aboard, we're expecting you". Or is that The Love Boat?
Atomic 212° Founders Reveal The “Secret Sauce” Of Media Planning In New Book
If you're in the media planning game, B&T can't recommend this book enough. Manu's 'French Bistro' is also excellent.
Lil Nas X Teams Up With Durex In His Sexy New Music Video
This article carries themes of prophylactic use, crossdressing & gay sex. Nothing a few Hail Marys can't fix, B&T says.
The EU Wants Standardised Phone Chargers… And Apple Isn’t Happy
Apple unhappy about EU's uniform phone charger threat. Still turning blind eye to flogging power cables for 120 bucks.
This Tourism Ad Is So Weird & Trippy, It’ll Have You Declaring “WTF Did I Just Watch?”
Did you perhaps take an ecstasy tablet in your misspent youth? B&T warns this ad could bring it back on 15 years later.
Postponed Australian Commercial Radio Awards Now Set For A Live Event In February
Get the frock or suit to the dry cleaners & hook yourself up a gram, Commercial Radio Awards now a mere 142 days away.
Cadbury And Milka Maker Mondelez International Threatens Vegan Business With Lawsuit Over Packaging Colour
Vegan snack brand threatened with lawsuit over purple packaging. Has reportedly enlisted Grimace as its legal counsel.
Are You Paying Too Much In Search Marketing?
Are you paying too much for search marketing? Discover the awful truth here. Or, alternatively, look at the invoice.
Nine APAC Finalists In One Club’s Young Guns 19 Competition
Nine creatives from APAC are among the 94 finalists from 27 countries in The One Club for Creativity’s prestigious Young Guns 19 competition, celebrating international creative professionals age 30 or younger. The finalists from APAC are: Hiu Ching Kung, graphic designer, Hong Kong Lam Ieong Kun, graphic designer, illustrator, indego design, Macau Raxenne Maniquiz, graphic designer, illustrator, Santa Maria (Philippines) Kiyotaka […]
Jessica Alba & Zac Efron Return In Newest (& Darkest) Instalment For Dubai Tourism
Dubai is THE place for adventurous travellers. While its prison system is the place for REALLY adventurous travellers.
Ben’s Original Unveils New Campaign & Packaging Via The&Partnership
Ben’s provides fluffy, stodge-free rice each time & the ideal accompaniment to your fluffless, stodgy curry disasters.
Agnes Media Appoints Former Qantas Marketer Jan Consul As Senior Performance Manager
Qantas marketer Jan Consul no longer blagging 20% off flights to Maroochydore after joining the Agnes Media team.
Adflow’s Regional OOH Coverage Expands By 60%
OOH transit company Adflow has announced the success of the first phase of its regional expansion program. Adflow’s regional footprint has increased by 60 per cent to now include 65 regional locations. With 9.1 million people living regionally in Australia (growth of 1.1 per cent experienced in the 19/20 Financial year) and most regional centres […]
Freshworks Starts Trading On Nasdaq, Valued at $13.7 Billion
Freshworks, a leading software company, has started trading on the Nasdaq Global Select Market, marking an important milestone for the company. The company priced its IPO at US$36 per share (AU$49.76), raising about US$1 billion (AU$1.4B), resulting in a total market capitalisation of AU$13.7 billion (US$10B). Freshworks, which was founded in India, has strong roots […]
SLIK Announces Four New Key Hires
Independent creative agency, SLIK, has made significant changes to its full service creative offering with four hires across management, creative and production.
Lucciana Beynon Falls Victim To Brutal & Outdated Photoshopping
B&T warns this article contains rather racy imagery. But as you're working from home, a trip to HR's not on the cards.
News Corp Reveals The Power Of Brand Content In New Research
News unveils 'The Power of Brand Content' research. The title arguably giving away the fact that it's a huge fan of it.
The Nutrition Couch Joins ARN’S IHeartPodcast Network
Has a partner complained of incessant flatulence, pungent urine or performance issues? This nutrition podcast may help.
How Retailers Can Maximise Their Results This Sales Season
Black Friday Cyber Monday (BFCM) is the biggest player in the holiday shopping game and Google’s most recent research suggests consumer interest for the peak sales season starts much earlier than retailers may realise. The pandemic has fundamentally changed buyer behaviour over peak sales season, with Google suggesting that global consumer interest in Black Friday […]
CUB & Clems Melbourne Unveil A Wonderful Ode To Aussie Pubs
This ode to pubs is so visceral and raw you can almost smell the chunder, the beer-soaked carpet & the urinal blocks.
Thank Your Lucky Stars, RMIT Pitch Night Is Back!
RMIT Pitch Night returns! And if you ever needed a reason to break out the cocktail shaker, this has to be it.
Study Reveals Australia Has The 14th Best Netflix Library In The World
Australia falls to 14th on best Netflix library list. However, we're still tops for skin cancer rates & shark attacks.
