Huggies takes a stand on parent-shaming in campaign encouraging parents to ‘Be comfortable in your skin’

Huggies has taken on the issue of parent shaming over social media with a new campaign encouraging parents to ‘Be comfortable in your skin’.

Alongside a 30-second TVC, Huggies has released a four-minute film on Facebook, YouTube and its website, in which mothers give themselves a performance review based on their parenting styles and skills. The judgement the mothers feel is contrasted at the end of the film with feedback provided by their partners and children.

Rahul Asthana, Kimberly-Clark ANZ senior marketing director, stated: “In a bid to get people talking about, and ultimately ending parent-shaming, Huggies wants to celebrate all parents and empower them to feel comfortable in their parenting abilities and choices.

“This campaign takes a new direction and we’re changing the way we represent modern parents by showcasing a range of real Aussie families to create conversations to help put an end to parent shaming. We want to encourage parents to support each other, and above all give parents the credit they deserve. Because ultimately, if your baby is happy and healthy, you’re doing a great job as a parent.”

The campaign, created by Ogilvy, wants to start a movement for people to celebrate the diversity of parents and their parenting styles. Public relations agency OPR has commissioned research into the scale and impact of parent-shaming.

Psychologist Sabina Read and influencer Snezana Wood will be sharing online the toll that parent-shaming can have and providing advice to parents on how to react to being parent-shamed. Huggies has also partnered with digital publisher Mamamia.

Jenny Mak, creative director at Ogilvy, said: “It’s been an exciting opportunity to help a market-leading brand take a leadership role on a social issue that’s impacting parents across the country.

“By creating a campaign that positions Huggies as the positive voice that reassures parents, we’re looking to help shape a more healthy conversation around parenting and ultimately alleviate some of the unnecessary pressure Aussie families feel to be perfect. We want parents to know that as long as your baby is happy and healthy, you can feel as comfortable in your skin as your baby’s skin feels in Huggies nappies.”

Mindshare has executed the media buy for the campaign, which will also appear on TV, BVOD and online video.


Rahul Asthana – Senior Marketing Director
Lauren Crawley – Baby & Child Care Sector Lead
Phillipa Gagg – Senior Brand Manager
Fiona Kelly – Senior Brand Manager
Bianca Edmunds – Brand Communications Manager

Ogilvy X
Squeak E. Clean Studios


Resolution Media


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