C&G Baby club - love don’t judge

creating noise to create cut-through

Over half of UK parents (58%) feel judged every week – and this pressure has only intensified during lockdown, with 42% of parents feeling increased pressure from social media and two thirds (65%) confirming they felt isolated as a parent.

The ‘Love Don’t Judge’ campaign has been created to confront this and drive conversation, by reminding parents that there’s only one way to bring up your baby – your way.

real families, real stories

Featuring six real families with real judgement stories, activity includes a 60s spot and cutdowns, plus a suite of longer format films – each focusing on a different family sharing the judgements they have faced along with their advice on how to cope.

The featured families include mum of three, and TV presenter, Stacey Solomon who will also be taking over the brand’s social channels in July and August.

We’re giving away 15,000 babygrows sporting lines such as ‘My dummy, my business’ and ‘I’ll walk when I’m ready’, and also have partnered with charity Family Action to host a series of online support groups.