New Aptamil and CHEP campaign targets mothers returning to work

Aptamil is aiming to make mothers feel more confident about returning to work, with an integrated campaign that includes an online platform that gives  guidance from child expert Dr Justin Coulson about feeling prepared for work with a young child.

The campaign is based on the statistic that 370 new mothers return to work each day, and as Australia enters its post-recession recovery, supporting women in the workplace is critical to economic growth.

The campaign, created by CHE Proximity, is led by a film directed by Justin MacMillan which follows a mum on her journey to pick her child up after her first day back at work. The platform enrols new mothers into a step-by-step return ready program, which teaches the ‘physical and emotional resilience’ in both her and her child.

“Returning to work after maternity leave is one of the most difficult times in a new mother’s life. Battling feelings of excitement with anxiety, it’s a day of firsts, and a morning of lasts. Last change, last cuddle before going separate ways,” explained Aptamil Toddler head of marketing, Amjad Salahuddin.

The campaign will roll out across out-of-home, BVOD, social and YouTube, and will be supported by a partnership with Mamamia.

“61% of mums work, leaving children to the care of others: day care, home-care, grandparents, nannies,” said Mariana Rice, client partner at CHE Proximity.

“While Aptamil Toddler can’t make the first day back at work go faster, it can give mums confidence that they’ll be reunited with more resilient kids.”

Group account director, Annabelle Pocock, added: “We’re hoping to provide mums with a bit of confidence on a day when it’s in short supply, and at a time when many Australians are returning to work after working from home, ‘returning’ means more now than ever.”


Consumer Products & Services Director ANZ – Edith Bailey
Head of Marketing, Aptamil ANZ – Amjad Salahuddin
Senior Brand Manager, Aptamil ANZ – Rob Hill
Brand Manager, Aptamil ANZ – Diana Falasca
Senior Digital Manager, Aptamil ANZ – Grant Price

Agency: CHE Proximity
CHEP Studio
CHEP Film Production
CHEP Media
CHEP Data & Analytics
CHEP Editorial

Taxi Films




Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.