Huggies promotes 'parent-faming' over 'parent-shaming'

Docu-style film from Ogilvy for Aussie market takes a look at judgmental parenting fueled by social media

Published On
Feb 24, 2020

Editor's Pick

Huggies is taking a stand on the issue of "parent-shaming" with its latest campaign from Australia.

The Kimberly-Clark diaper brand, together with agency Ogilvy Sydney and Australia’s largest women’s network, Mamamia, aims to start a national movement that encourages people to "parent-fame" instead of "parent-shame" to celebrate a diverse range of parents and parenting styles.

The campaign includes a docu-style film that examines the struggles of real-life moms, from the working mother who feels that others are judging her to the woman who's constantly measuring herself against her friends' social-media posts. Some of the footage is also accompanied by various trolling comments about parenting. 

In a move that's reminiscent of Dove's Real Beauty Sketches from 2013 (another Ogilvy effort, from sister agency Ogilvy Brazil), the film then asks the mothers to give themselves marks out of 10, and subsequently asks their families to do the same. The results are something you might have predicted, but it's heartwarming nevertheless. 

“It’s been an exciting opportunity to help a market-leading brand take a leadership role on a social issue that’s impacting parents across the country," said Jenny Mak, creative director at Ogilvy, in a statement. "By creating a campaign that positions Huggies as the positive voice that reassures parents, we’re looking to help shape a more healthy conversation around parenting and ultimately alleviate some of the unnecessary pressure Aussie families feel to be perfect. We want parents to know that as long as your baby is happy and healthy, you can feel as comfortable in your skin as your baby’s skin feels in Huggies nappies.”

As well as the online film, which can be seen on Huggies' YouTube channel and Facebook page, there's a 30-second TV ad and a wider PR campaign including a survey via communications agency Opr about the scale of parent-shaming and the impact it can have on moms and dads. The results are being promoted by psychologist Sabina Read and celebrity mum Snezana Wood.



Feb 24, 2020
Client :
Senior Marketing Director :
Rahul Asthana
Baby & Child Care Sector Lead :
Lauren Crawley
Senior Brand Manager :
Phillipa Gagg
Senior Brand Manager :
Fiona Kelly
Brand Communications Manager :
Bianca Edmunds
Agency :

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