WaterWipes has recently launched #ThisIsParenthood in over eight countries including Australia, UK, US and Ireland.

The Irish brand explained that the project is in direct response to research that shows the ‘picture perfect’ portrayal of parenting in culture is ‘dis-empowering’ parents, with over half of parents

‘Greater Honesty’

With the majority of the category adding to this perfect image of parenting, the need for ‘greater honesty in culture around parenthood’ inspired the work.

IPG’s The Brooklyn Brothers was the creative agency lead who worked in partnership with sister agency Golin on PR as part of IPG’s Open Architecture.

“From the start the team shared our ambition to rise above the noise of the baby care category and create a powerful and honest project that would be meaningful in culture,” George Bryant, founding partner, The Brooklyn Brothers said.

The #ThisIsParenthood project consists of a collection of intimate narratives across 86 parents and follows the first year of parenthood, talking openly about the highs and lows.

Intimate Narratives

These stories are captured in a 16-minute documentary, 12 short films, 36 Instagram story films and a suite of photography that aims to portray real parenting like never before.

The fully integrated platform was created in collaboration with BAFTA nominated director Lucy Cohen and shot over two months across three continents.

“As a new parent, this project really resonated with me,” Cohen explained.

“It can feel as though there are a whole host of expectations from the outside world as well as the pressure a new parent inevitably puts on themselves to get it right first time.”

To get involved in #ThisIsParenthood, join the conversation on Facebook and Instagram or watch the documentary here.

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