Huggies: Be Comfortable in Your Skin

For the first time, Huggies is taking a stand on the growing issue of parent-shaming with its latest ‘Be Comfortable in Your Skin’ campaign. Together with agency partners, the brand has developed a concept that focuses on showcasing and championing real Aussie families and their everyday struggles to remind all parents that no one knows their baby like they do. Through a variety of executions including a TVC and film, plus supporting PR and paid media, the campaign aims to start a national movement that encourages people to ‘parent-fame’ not ‘parent-shame’ and to celebrate a diverse range of parents and parenting styles. The supporting Parent Performance Review film shows real Aussie parents judging themselves on their parenting styles and skills, showcasing the raw emotion that lies behind the issue. The film resolves with positive feedback from those who matter most - the parents’ children and partners. The film is currently live on Huggies’ Facebook page, YouTube page and website.