Similac

Parenting can be a daunting carousel of decisions and research as parents have to decide how they’re going to approach everything from diapering to screen time on electronic devices. While the more alluring option might be to seek advice or comfort from fellow parents, the reality is that the only thing more daunting than all those choices is the potential judgment you might face. Breastfeeding and baby formula were listed as one of the most common parenting pressures. This lead us to create a Mother’s Day campaign (TV, social and print) that attempted to shift the attention to positivity and mutual support by asking real parents to make a promise to their babies which in turn should also be the same promises that fellow parents make to each other. 

We received positive responses from multiple major publications. One article said “it’s hard to disagree with the idea of creating a more positive and supportive environment that is ultimately beneficial for parents and children alike.”