Ogilvy Network ANZ has teamed up with Gidget Foundation Australia to launch a confronting campaign showing how much newborn parents need care. The harrowing hero film, which went live this week, shows a newborn’s carer struggling to cope with the demands of early parenthood. It aims to remind the broader community that newborn parents need as much tender care as their babies in what can be an overwhelming time of change for many.
The end tagline “Gidget Foundation is here for you” also positions the not-for-profit organisation as a point of emotional support and mental health care for expectant and new parents. The campaign was developed as a joint project between WPP’s Ogilvy Network ANZ and Hogarth, spearheaded by WPP’s chief strategy officer Katie Rigg-Smith , and Ogilvy ECDs Kristal Knight (NZ) and Hilary Badger (Melbourne) who led creative. Knight explained that emotive imagery and audio had been deliberately used throughout the campaign’s executions to cut through an otherwise idealised image of parenting in the early years.
“This campaign aims to evoke those deep protective feelings we all have for the vulnerability of newborn babies, and then with a rug-pull moment reveal that their parents are newborn too,” she said. “As mums ourselves, Hilary and I related deeply to those overwhelming feelings of being lost in a whole new world of sleeplessness, responsibility, fear and the pressure to act like everything’s peachy. “We have huge admiration for .