November 27, 2022

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Karicare Toddler partners with Anne Geddes to celebrate real parenting via CHEP Network

3 min read


Karicare Toddler and Anne Geddes have partnered to start a new campaign that aims to handle the stress Australian mom and dad sense to be photo-best, through CHEP Community.

Karicare Toddler and Anne Geddes, the Australian photographer dubbed ‘the first child-image influencer’, have partnered to launch a new campaign that aims to tackle the tension that Australian dad and mom really feel to be picture-excellent.

Formulated in partnership with CHEP Network, the new campaign sees Anne reimagine her iconic pictures design and style to help moms and dads by demonstrating that genuine parenting times are just as perfect as the stylised model we see on social media.

As a substitute of imagery of completely calm and peaceful children that was behind Anne’s increase to fame, the marketing campaign showcases youngsters at their messy, honest and chaotic finest – throwing tantrums, ‘rearranging’ the set and a lot more – all versus Anne’s legendary, ethereal fashion.

The Feed the Real marketing campaign is supported by exploration that discovered that virtually all (96 for each cent) of Australian dad and mom think there is pressure on them to be excellent, with social media proving to be a vital contributor to that stress, with extra than 3-quarters (78 for every cent) believing social platforms add to the stress they sense, although a few out of 5 (61 for every cent) often feel negative immediately after seeing ‘perfect’ photographs of other households on social media.

Commenting on the purpose of the campaign, Geddes mentioned, “My journey as a baby photographer commenced ahead of the quick development of social media and the ubiquitous sharing of our life on line. Presently, I see new moms and dads evaluating by themselves to the extremely excellent and Insta-welcoming illustrations or photos and films that show up in social media.

“This produces an unhealthy stress on mom and dad. It just about would make it competitive, and I do not think that is suitable. I have established images with Karicare Toddler that aren’t the standard Anne Geddes great, but in a further way they’re ideal as well! We have captured the real times we all know, which are just as lovely. I hope this campaign begins an vital movement exactly where we all start out to portray a extra realistic perspective of parenting.”

Karicare Toddler’s head of advertising, Ximena Ramirez-Arango, included, “Parenting is really hard and it’s clear that social media is adding to the pressure we all really feel. But parenting is also remarkable and gratifying, so at Karicare Toddler, we want to celebrate genuine parenting with both its highs and lows and aid simplicity some of the pressure that parents are experiencing.

“The #KaricareToddlerFeedTheReal motion is all about supporting and encouraging dad and mom to see the messy, chaotic actuality of parenting as just as perfect as the filtered version we see on line. We want all mothers and fathers across the country to sense cozy sharing these serious times, and to adjust what we see in our social media feeds.”

The marketing campaign imagery and written content rolls out throughout electronic, social, OOH, influencers, PR, in addition to a film featuring Anne on-set that talks to the perfection that we can and should see in the true parenting times we all knowledge each day.

CHEP Network government artistic director, Justin Ruben, said, “This has been a amazing opportunity to function with the Karicare Toddler crew and an icon like Anne Geddes to enable improve the way mothers and fathers imagine about what they see on social media and how they can make a optimistic modify by merely embracing all the insane and fantastic times that parenting delivers, alternatively than stressing about possessing to present a picture of

perfection. If we make a tiny modify to how we present our working experience of parenting on these platforms and in its place, celebrate the actual as currently being great way too, we can make a good effects on parents across the region.”


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