Tommee Tippee fights new parents’ corner in campaign against toxic social communities
Baby and parenting brand Tommee Tippee has launched ‘The Truth Is’ campaign to make the treacherous online world a better place for parents.
Following the success of its award-winning campaign ‘The Boob Life,’ the brand has continued its collaboration with Manifest. This global campaign aims to change the conversation around parenting by addressing and normalizing problems such as a lack of honesty and a culture of criticism.
It features a series of honest and reassuring spots that capture the complex and emotional reality of parenting. They form part of a wider social content and influencer campaign, #TheTruthIs, which is supported by digital banner ads and social media content, and encourages parents to share their own stories.
As part of Tommee Tippee’s ‘zero tolerance for toxicity’ stance, the campaign will also see the launch of a ‘Code of Compassion’ across its owned channels, which hopes to set a new standard for the online community and aid in building a supportive space for all parents.
The latest marketing news and insights straight to your inbox.
Get the best of The Drum by choosing from a series of great email briefings, whether that’s daily news, weekly recaps or deep dives into media or creativity.Sign up
Neil Knowles, global campaign and content manager at Tommee Tippee, said: “’The Truth Is’ campaign is part of our ongoing mission as a brand to make the world a more compassionate, inclusive place for all parents. Manifest has always understood and supported that goal and helped us to effect real and positive change in the parenting and baby category.
“We’ve seen first-hand in our social communities how judgement and comparison can erode parenting confidence. ‘The Truth Is’ campaign is a direct challenge to the toxic underbelly of the online parenting space. We’re actively redressing it through the celebration of difference and the sharing of infinite parenting truths so we can start to change the conversation and help every newly-expectant parent grow in confidence.”
Daisy Phillips, associate creative director of Manifest, added that brands have a role to play in creating meaningful connections between communities by “using creativity and their platform to change the world for the better.
“We’re so proud to help Tommee Tippee continue to shake up the category by pushing creative boundaries and putting real parents at the heart of the campaign.”