WaterWipes launches ‘This is Parenthood’ initiative

WaterWipes' new campaign is aimed at breaking taboos about new parents
WaterWipes' new campaign is aimed at breaking taboos about new parents

A new initiative by WaterWipes has launched with a view to normalising conversations about the difficulties of parenting. According to research, the societal pressure to appear "perfect parents" at all times disempowers parents, instead making couples and individuals feel they are failling at their responsibilities.


Brand Central

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16 April 2019 | 0

WaterWipes has launched a new campaign entitled #ThisIsParenthood in several countries including Australia, the UK, US and Ireland. The project is aimed at dismantling the perception among new parents that they should always portray a “picture perfect” image of parenting. It’s an incredibly difficult job and the feeling that they are unable to express this fully, the campaign says, is “disempowering parents”.

#ThisIsParenthood consists of a collection of short films about 86 parents in different regions and cultures, talking openly about the highs and lows of their experiences. The stories are collected in a 16-minute documentary as well as 12 shorts and 36 Instagram stories. The films were shot in collaboration with BAFTA-nominated director Lucy Cohen and shot over two months on three continents.

Cathy Kidd, VP of marketing for WaterWipes, said the brand was looking for a distinctive approach to the highly competitive baby care category. “By identifying specific tensions and taboos and distributing them into the places that parents are already talking,” Kidd said, “we hope to spark conversation around parenthood in a way that is authentic to our brand – one built on honesty, whether it’s in our products, our advertising or everything we do.”

Made in Co. Louth, WaterWipes is the leading brand in the Irish baby wipes category and is now sold in over 50 countries globally.

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