Philips Avent's brand values center around inclusivity and empowerment through technology, with a commitment to representing diverse perspectives and experiences. The campaign was created to align with these values by addressing the specific challenges faced by new moms, in managing caregiving responsibilities while prioritizing their own well-being. The objective of the campaign is to empower parents to share the care more equally, thereby reducing the burden on mothers and promoting a more healthy and balanced approach to parenting. Philips Avent had never done a brand campaign before, across all mother and childcare category and had never focused on mom rather than baby.

The creative idea was born from a cultural insight: for moms, selfcare is selfish. Whilst Philips Avent doesn’t provide selfcare products, it can challenge the societal on moms and provide the solution with a while range of products to help moms to free some time to self-care. Here was born share the care idea. If moms share the care with their loved ones, they can best care for themselves and best care for their baby.

We started gathering data to understand the challenges faced by new moms in managing caregiving responsibilities, amongst new parents, caregivers, and wider society, with an emphasis on promoting cultural and societal change.

Philips Avent and LePub's strategy team conducted a global research, with OnePoll in November 2023 with 12,000 moms with children aged 0-3 in countries, including the US, France, India, Indonesia, Poland, Turkey, Brazil, and Germany; Additionally, 2,000 members of the general population were surveyed in each of the same countries. (Confirming sources such as motherly State of motherhood 2022)

Highlights of the results:

• 2 in 3 new moms have less than one hour a day for themselves.

• 3 in 4 moms almost never have one whole uninterrupyed hour to themselves.

• Almost half of moms (44%) feel pressure to "do it all."

• 1 in 2 moms in the US have felt signs of parental burnout.

The campaign was implemented first in the US and then Europe and India through a series of activations, including digital and social media campaigns, influencer partnerships, and community events. It was launched on Daylight saving weekend March 10th in New York. The campaign was executed on a large scale, reaching millions of parents and caregivers across different regions and demographics.

By exposing the taboo of baby first devotion at the expense of gender equality, we started a conversation to shift baby-care away from mom’s sole responsibility. 166,2M impressions at the launch of the campaign, covered by Financial Times, Newswire, Morningstar in North America, but also discussed by celebrity moms such as actress Bipasha Basu with 14M followers in India.

And as parents to be and new parents listened to the conversation, Baby bottle business grew by +7% sell -out (IRI) in the 5 weeks following Share the Care campaign kick off (North America result).