Huggies takes a stand on parent-shaming in campaign encouraging parents to ‘Be comfortable in your skin’
Huggies has taken on the issue of parent shaming over social media with a new campaign encouraging parents to ‘Be comfortable in your skin’.
Alongside a 30-second TVC, Huggies has released a four-minute film on Facebook, YouTube and its website, in which mothers give themselves a performance review based on their parenting styles and skills. The judgement the mothers feel is contrasted at the end of the film with feedback provided by their partners and children.
Rahul Asthana, Kimberly-Clark ANZ senior marketing director, stated: “In a bid to get people talking about, and ultimately ending parent-shaming, Huggies wants to celebrate all parents and empower them to feel comfortable in their parenting abilities and choices.
A lot of honesty in these films. Really nice. Congrats and bigs ups to Jenny Mak and the team.
It is a great ad except for the segment with the dog. The dog is really unhappy with having children jumping on it – note the lip licking and the whites of the eye. Please cut this section.
Credit where credit’s due in the hard work that goes into making something like this but I’m shocked by the lack of appreciation for our diverse society. What about the mums who are the ‘mums’ as well as the ‘dads’? To put it bluntly, the mums who didn’t actually give birth to their kids. The mums who suffer the on-street stereotypes in the community at the weekend, and the work policies/behaviours during the week, of being a ‘dad’ when they’re also expected to be a full-time mother at home alongside the other mother, every day, because they’re female? What about the ‘mums’ who are dads? What about the mums and dads who do this without another mum or dad? What about those parents who have adopted kids? What about the grandparents looking after their grandkids? Seriously, we’re in 2020. Love makes a family – not just a mum and dad combo. AND we have just celebrated another Mardi Gras. Is this the best that we can do in our industry? Is this inclusivity? In a 4-minute film, I think a better picture of society and all those parents out there who are mums, dads, grandparents, guardians and carers – for whatever reason – could have been represented. Parenting is tough – for everyone. So represent everyone.