Parenting brand, Vital Baby has revealed its 2024 campaign, designed to celebrate and support key parenting moments, from pregnancy through to preschool.
Launched at London’s AllBright Collective last week (26 June), Vital Baby showcased EmParent, an inclusive six-month campaign designed to ’empathise, embolden, embark, embrace, embody and empower’.
EmParent is the collective name for a series of activities that show Vital Baby’s desire to support the parenting journey beyond simply products. Each activity is linked to a key theme and has a related emphasis.
EmParent links the brand with a number of experts, thought-leaders and influencers throughout the year. The campaigns include everything from light-hearted dad jokes in the ‘Family Man’ social media campaign, to thought-provoking conversations for World Mental Health Month in October, featuring Anna Mathur, a psychotherapist, author, and mother of three.
In addition, it looks to celebrate dads with International Men’s Day supported by MANtenatal, and World Breastfeeding Week with Paediatric Dietitian Lucy Upton. Other experts include post-natal recovery experts The 360 Mama and family doctor and mum-of-two Dr. Shireen.
Recognising that it’s often the little things that matter most in parenting, Vital Baby is also championing a specific campaign for World Kindness Day in November called ‘The Vital Way to Pay it Forward’.
“After many months of planning, we are so delighted to finally reveal EmParent, a wonderful all-encompassing campaign designed to support all parents and caregivers in what is likely to be the biggest journey of their lives,” commented Hannah Juniper, Vital Baby’s brand development manager. “We’ve created a series of activities, linking with experts and influencers, with the sole aim of giving back.”
Each activity will be supported by social media content, digital targeting and media campaigns, while influencers will champion causes based on their current parenting journey, from breastfeeding to weaning, with real-life real-parent content which shows the good, the bad and the ugly.
