Baby and parenting products company Philips Avent in partnership with We Scout, has launched a new campaign, ‘Love For Mum’.
The campaign was inspired by new research revealing that 93 per cent of Australian mothers report feeling burnt out and 75 per cent say they struggle to ask for help when they need it most. A further 90 per cent of the people in a new mother’s village say they would step in if only they knew they were needed.
Rather than focusing on the challenges of motherhood, ‘Love For Mum’ celebrates what happens when the village is invited in.
It is an integrated campaign that transforms consumer insights into storytelling across shopper marketing, retail activation, digital and consumer experience.
Anchored to Philips Avent’s global ‘Share the Care’ platform, the campaign is led by Ellidy Pullin, who welcomed daughter Minnie after the tragic loss of her partner, Olympic snowboarder Alex “Chumpy” Pullin. She is joined by Brooke Jowett, Nicole Saldern, Kelly Banning, Alana Wu, Rebecca Gibbs, Ellie Stevens, Nikita Samiotis, Julie Chan, Danielle and Nicole from When Words Fail, and Malaan Ajang, each sharing the story of the person who helped carry them through motherhood.
At the heart of the campaign is a limited-edition ‘Love For Mum’ coffee table book featuring letters written by the people who supported these women, sharing what it was like to witness them become mothers. Each letter is paired with photography to capture the joy and complexity of early motherhood.
Pullin wrote the book’s foreword, reflecting on her own experience of navigating motherhood with the support of her village.
“Our research uncovered that Australian mothers are exhausted and while the people around them are ready to help, but too often support never arrives because nobody asked for it. We wanted to create more than a campaign. We wanted to turn that insight into an integrated brand experience that connected emotionally while creating meaningful engagement across retail, shopper, digital and live experiences. Every element has been designed to celebrate the villages that help mothers through one of life’s biggest transitions,” said Philips Avent ANZ marketing manager Julie Chan.
“When we presented this thinking to Philips Avent, they immediately backed an idea that stretched what the brand has traditionally done in this market. It meant leaning into the emotion of motherhood and meeting mums and their villages where they are, rather than simply talking at them,” said We Scout director Annabelle Jones.
The campaign comes to life publicly through The Village Milkbar powered by Philips Avent, a two-day consumer activation taking place this week on 24 and 25 July at September Studio’s new café, The Neighbourhood, in Sydney’s Darlinghurst.
Credits:
Client: Philips Avent
Head of Marketing, Philips Personal Health ANZ: Marit Hannemann
Marketing Manager, Philips Avent: Julie Chan
Agency: We Scout
Agency Lead: Lori Susko and Annabelle Jones, We Scout
Experiential & Activation: Kate Thomassian, We Scout
