The baby store is launching a new campaign that celebrates the journey of parenting, all with its happiness and messiness.
Babies R Us has just launched their newest campaign Thursday entitled "Imperfect Moments," believing that it is not the picture-perfect moments seen in social media that make parenthood great. It is actually "the imperfection of those moments with your kids that make them perfect."
It is a community movement to acknowledge and honor the parenting journey fathers and mothers go through, not only in the delightful moments but most especially in the messy ones, Media Update reported.
"We set out to create a campaign that aims to demonstrate the reality of parenthood while encapsulating the fact that no matter the tumultuous times during your parenthood journey, there are always moments that give you pleasure," expressed Babies R Us marketing manager Catherine Jacoby, also noting that as much as parenting is consuming and parents, not being able to keep it all together, the brand understands how parenting is also greatly rewarding.
Share your 'Imperfectly Perfect Parenting Moments'
The campaign kicked off with a television commercial that gives off the message that parents' hard work, patience, and dedication are not left unseen. They are recognized amid the demands and challenges of parenthood.
Jacoby emphasized that the brand would want to change the "glamourized parenthood," where everything seems picture perfect, that social media shows and present the reality that joy and chaos can co-exist when it comes to parenting. This is for parents, especially the new ones, not to have any wrong expectations and feel inadequate when they fail these expectations.
Thus, the campaign aims to tell parents that Babies R Us can help them navigate through the crazy and the chaos, and other parents can cheer them on, inspire them and "support them through the reality of parenting together."
Babies R Us is calling parents from South Africa to share their "imperfectly perfect parenting moments," showcasing both the good and the bad times. This is to start building that community where moms and dads can feel seen, understood, comforted, and less alone and learn from each other's experiences.
South African parents can share their parenting stories via the brand's social media and a user-generated microsite. The best story has a chance to win R21,000 or USD 1,000 worth of prizes!
Showing Up Makes You a Perfect Parent for Your Child
On the brand's website alone, a lot of parents have already shared their good, bad, and often hilarious parenting moments.
"My moment is at 3am in the morning getting up to warm a bottle with my baby screaming at me. I'll be standing there so tired and drained, until she looks at me and smiles, makes mamahood so much worth it," shared one mom.
On their Instagram account, a lot of parents have been responding to the call as well and have slowly created a community where fellow parents provide virtual hugs and taps in the back, encouragement, affirmations, and advice.
Another mother shared, "I was never ready to be fighting for my life against a baby with colic who cried for 6h a day, having low milk supply and the pressure that comes with wanting to breastfeed, the PPD, the spousal resentment." She then concluded that being a mother is rewarding and having "tough" conversations like this can make motherhood less challenging and more meaningful.
She further stressed that all parents are imperfect, but how they show up and keep moving makes them perfect parents for their children.
The campaign also comprises influencer involvement, in-store activations, and new baby stuff and toys that can help both children and parents make imperfect moments perfect for the family.
