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.
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