1 in each 7 mothers develop post partum depression while undergoing baby blues, worldwide. That’s about 317 million people. In brazil, that’s more than 20 million mothers. Protex Baby is a huge player in the baby market, and as such, the brand wanted to do something that went beyond a normal campaign to help their target go through that phase. While the baby market insists on perfection and idealized versions of motherhood, Protex Baby wanted to say “I’m there for you” in a very real and engaging way.

The idea was to create lullabies that had lyrics about the problems of motherhood and melodies that the baby would still sleep to. While the lyrics soothe the mothers, the melodies sooth the babies. The insight was to use a time of the day where mothers are most vulnerable emotionally – the silence and loneliness of putting your baby to sleep – and being there as a brand offering something that would help them functionally/emotionally. That means much more to a brand like Protex Baby than a regular campaign would be able to achieve.

We knew that our target didn’t have time to consume a campaign normally, because being a mom in the first weeks and months of a baby is a hard, hard endeavor. So, we searched for a time where a message could be conveyed, and we found out that most mothers can be reached later in the day when putting their babies to sleep. It’s a time where they mostly have a couple of minutes/hours to themselves. We had to be there as a brand somehow. To do that, The Awakening Lullabies came to be and served as a tool that helped moms through the songs, both with the difficult task of sleeping the babies and of thinking about what they are going through.

We built six original lullabies from six themes drawn out by a psychologist. She started by identifying the problems she hears the most on her patients, and giving the songwriting team these inputs so they could create. The song writers were all mothers, and could also draw from their own experiences to put these themes into lyrics. After they wrote the songs, a team of mothers/musicians arranged the pieces, and six mothers/singers were invited to interpret them. Each individual song got a videoclip to go along with it. The whole process from research to final product took two months, between February and April.

The Awakening Lullabies crossed the barrier of the campaign and became content, featuring on nothing less than 4 of the 5 major open TV networks in brazil – SBT, Record, RedeTV and Band – some with full features and journalistic reviews around the theme of post partum depression. That’s more earned media than ever before in brand history.

- 42,1M reach

- 129,2M impacts