Johnson’s baby launches ‘Mum to Mum Project’ Facebook campaign via DDB Sydney and Profero
Over the weekend, just in time for Mother’s Day, Johnson’s baby launched “The Mum to Mum project” created by Profero and DDB.
The campaign was developed to encourage Mums across Australia and New Zealand to share their messages of inspiration and reassurance with new Mums.
Says Lil Fazio, Johnson’s baby senior brand manager: “A little reassurance from another mum can make you smile, laugh or just set your mind at ease. The Johnson’s baby Mum to Mum Project allows mums to draw from their own experiences to give new mums the confidence to know that they are doing a great job.
“With 99% of mums already on Facebook, we have the power to touch hundreds of thousands of families with messages of inspiration and positivity.”
Mothers logging to the Johnson’s baby Facebook pages can add their own messages by creating virtual ‘patches’ and adding it to a virtual patchwork of messages. Once there they can also share and vote for their favorites.
The most popular messages will also be printed on two thousand Mum to Mum baby wraps and donated to the Murdoch Children’s Research Institute – official charity partner of Johnson’s baby. Each baby wrap will be gifted to a mum and baby involved in research to improve children’s health in Australia and NZ.
Says Matthew Delprado, Profero creative director: “You know you’re onto a great idea when meetings get disrupted by the mothers in the office thinking up their own piece of advice that they want to share.
“This is a great example of integrated teams working together to create great work. And it’s always good to launch something you’re proud to show your Mum.”
Says Rebecca Crawford, group business director DDB Sydney: “At DDB we are really proud to have created such a heartwarming campaign which brings the Johnson’s baby strategy of reassurance into the everyday lives of Aussie and Kiwi mums.”
Launched in time for Mother’s Day, the campaign will run until early September.
1 Comment
Cope with the ambivalence of having a baby- huge love and huge challenges!