The Lucie and André Chagnon Foundation has turned to Cossette for its latest campaign – the new Birth and Grow. The campaign is for new parents as it aims to help them help educate parents through changes such as breastfeeding, diet, screens, and positive parenting.
“The pressure related to the role of parent is more present than ever. Who has the best educational interventions? Who makes the most balanced meals? Who’s the greenest? This subtle and insidious competition exacerbated by social media and the performance society contributes to parental guilt and poses a mental health risk. We wanted to take the pressure off a notch for parents, who are often faced with excessive standards. Even if other parents have styles, values and beliefs that are different from ours, that doesn’t make them less good parents,” says Laëtitia Parriaux , campaign manager at Born and Grow.
Birth and Grow is looking to encourage parents and future parents to trust their parental instincts while supporting them by offering them relevant content and reliable and non-judgmental information. The main topics related to parenting are covered: breastfeeding, diet, screens, positive parenting, sleep techniques. These themes are debated and generate a lot of content on social media. “Being a parent is not a competition,” reads the end of the message.
Agencies behind Birth and Grow Campaign?
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