SHARE THE CARE
Philips Avent understands the challenges faced by new mothers, recognizing that motherhood is a demanding journey that requires a supportive community. Unfortunately, many mothers in America find themselves overwhelmed with multiple responsibilities, often lacking the necessary support system to prioritize their own well-being. This reality prompted Philips Avent to launch the "Share the Care" campaign, aimed at encouraging partners, family members, friends, and caregivers to actively participate in caregiving, thereby providing crucial support for both mothers and their babies.
Campaign Objectives:
Raise awareness about the importance of supporting new mothers in their caregiving journey.
Encourage partners, family members, and caregivers to actively engage in caregiving responsibilities.
Position Philips Avent products as essential tools in facilitating caregiver involvement and supporting maternal well-being.
Campaign Impact
The "Share the Care" campaign achieved remarkable results, garnering over 10.8 million impressions and reaching over 9.9 million individuals through 196 content pieces and 24,000 link clicks. Creators' authentic narratives resonated with audiences, sparking conversations about the importance of supporting mothers and promoting active engagement in caregiving responsibilities.
2023 Program Overview
In 2023, Philips Avent launched the "Share the Care" campaign in partnership with 27 creators, leveraging their influence to reach a wide audience. The campaign's messaging emphasized the significance of collective support in enabling mothers to thrive during the early stages of parenthood.
Key Strategies:
Collaborative Partnerships: Philips Avent collaborated with 27 creators, including Tori Halford, Shaundalier Johnson, Eric Vaughn-Trainor, and Grace Elizabeth, who shared personal narratives that resonated with their audiences. These narratives, ranging from single motherhood to NICU experiences, inspired followers to embrace diverse parenting journeys.
Authentic Storytelling: Creators shared authentic stories that highlighted the challenges and triumphs of parenthood, showcasing the role of Philips Avent products in supporting caregivers and nurturing maternal well-being.
Diverse Representation: The campaign featured a diverse range of parenting experiences, ensuring that all caregivers felt represented and empowered to participate in the caregiving journey.
