The Gidget Foundation Australia, in collaboration with Ogilvy Network ANZ, has unveiled a poignant campaign shedding light on the challenges faced by new parents. Launched this week, the initiative underscores the crucial need for emotional support and mental health care during the early stages of parenthood.
Titled ‘Gidget Foundation is here for you’, the campaign aims to highlight that newborn parents require as much care and attention as their babies. It portrays the struggles of new caregivers in navigating the overwhelming journey of early parenthood, challenging the romanticized notion of parenting.
Kristal Knight and Hilary Badger, Executive Creative Directors at Ogilvy, emphasized the deliberate use of emotive imagery and audio to convey the vulnerability of both newborns and their parents. They drew from personal experiences as mothers to capture the raw emotions associated with sleeplessness, responsibility, and the pressure to portray a facade of perfection.
Arabella Gibson, CEO of Gidget Foundation, underscored the alarming prevalence of perinatal depression and anxiety among new parents, with statistics indicating its impact on thousands of individuals annually. Despite the commonality of these mental health challenges, stigma persists due to societal expectations of parental bliss. The campaign seeks to dismantle these misconceptions and encourage individuals to seek help when needed.
Katie Rigg-Smith, WPP’s Chief Strategy Officer, expressed the significance of the Gidget Foundation’s work in providing essential support to struggling parents. The campaign, launched on June 1 to coincide with the Global Day of Parents, spans various platforms including broadcast TV, social media, radio, and digital out-of-home advertising, aiming to reach a wide audience and foster greater awareness and understanding of perinatal mental health issues.
