URGE THE NATION TO 'LOVE DON'T JUDGE' NEW PARENTS

THE HEAD SCRATCHER

Cow & Gate’s successful ‘Love Don’t Judge’ parent support campaign was coming into its second year. How could we maintain awareness and continue to bring its brand-building proposition to life, post-launch? 

THE SOLUTION

Our strategy was to continue to prove the need for the Love Don’t Judge campaign with benchmarking research, then use relevant celebrity influencers to spark more conversation online.

Media relations research revealed that British parents were experiencing record levels of judgement, leading to a shocking 56% feeling apprehensive about having more children. One to one briefings with relevant news, parenting and lifestyle media generated widespread coverage.

Video content featuring expectant first-time parents and Love Island reality TV stars Olivia and Alex Bowen further explored the issue and offered support and advice for other parents. The film was cut down for social media. Viewers were invited to share their supportive parenting tips, leading to a teeming conversation of user-generated content.

THE RESULTS

• 10 pieces of national coverage

• 216 pieces of total coverage

• For every £1 spent, 850 reached

• 100% of coverage included all key messages