philips avent: share the care
BACKGROUND
new mums are overwhelmed, with two thirds having less than an hour a day to themselves.
Despite this, self-care is often seen as selfish, creating a barrier to behaviour change.
The Provocation
The less mums care for themselves, the less they can care for their baby.
But how do you make self-care feel necessary, not indulgent?
The Promise
Self-care isn’t selfish, it’s shared.
By rallying ‘the village’, we could reframe support as something simple, visible and collective.
THE WORK
We brought the idea into the real world with a 'Share the Care' bench, a physical symbol of the small, everyday moments mums miss. It was amplified through community plaques, social and earned media, as well as talent-led storytelling, turning a private pressure into a pubic conversation.
results
155 pieces of coverage across TV, radio and print
19M reach
2,854 social engagements
