Having launched in eight markets as a direct response to research that showed that the ‘picture perfect’ portrayal of parenting in culture was disempowering parents, #ThisIsParenthood documents the highs and the lows of having children, by breaking down the taboos and encouraging parents to speak honestly about their own experiences.
The campaign was first launched with a documentary shot by the BAFTA nominated director Lucy Cohen. Then followed many short films and images supporting the concept online.
We worked on developing the content calendar for WaterWipes social platforms. The additional footage that we used online was totally unfiltered and shot by the parents themselves during the first months of parenthood.
Instagram stories
Social posts
The campaign won the Grand Prix as well as Best Branded Content Campaign/ Best Use of Content on Social Platform/ Best FMCG at the Drum Content Awards.

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