November 27, 2022

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Skillful babby purveyors

Karicare Toddler partners with Anne Geddes to fight the idea that parenting should look picture-perfect in new campaign via CHEP Network

3 min read



Karicare Toddler and Anne Geddes, the Australian photographer dubbed ‘the original baby-picture influencer’, have partnered to launch a new campaign through CHEP Community, that aims to handle the pressure that Australian parents truly feel to be image-best.


The new marketing campaign sees Geddes reimagine her iconic images design to assistance moms and dads by demonstrating that serious parenting moments are just as ideal as the stylised variation we see on social media.

Rather of imagery of flawlessly tranquil and tranquil youngsters that was at the rear of Geddes’s increase to fame, the marketing campaign showcases children at their messy, truthful and chaotic best – throwing tantrums, ‘rearranging’ the established and more – all against Anne’s legendary, ethereal style.

The Feed the True marketing campaign is supported by exploration that found that nearly all (96 for each cent) of Australian mothers and fathers believe that there is force on them to be best, with social media proving to be a essential contributor to that force, with far more than three-quarters (78 per cent) believing social platforms add to the stress they feel, whilst 3 out of five (61 for each cent) frequently truly feel terrible just after looking at ‘perfect’ images of other family members on social media.

Says Geddes: “My journey as a newborn photographer began ahead of the swift expansion of social media and the ubiquitous sharing of our life on the web. At present, I see new parents evaluating them selves to the overly perfect and Insta-helpful illustrations or photos and video clips that surface in social media.

“This generates an unhealthy force on dad and mom. It pretty much will make it competitive, and I really don’t imagine that’s appropriate. I’ve created illustrations or photos with Karicare Toddler that aren’t the common Anne Geddes excellent, but in yet another way they’re best as perfectly! We have captured the true moments we all know, which are just as attractive. I hope this marketing campaign starts an critical movement where by we all start off to portray a extra sensible look at of parenting.”

Karicare Toddler partners with Anne Geddes to fight the idea that parenting should look picture-perfect in new campaign via CHEP Network
Karicare Toddler partners with Anne Geddes to fight the idea that parenting should look picture-perfect in new campaign via CHEP Network

Says Ximena Ramirez-Arango, head of advertising, Karicare Toddler: “Parenting is tricky and it is clear that social media is adding to the tension we all sense. But parenting is also awesome and satisfying, so at Karicare Toddler, we want to rejoice genuine parenting with both its highs and lows and assistance relieve some of the strain that mother and father are suffering from.

“The #KaricareToddlerFeedTheReal movement is all about supporting and encouraging mother and father to see the messy, chaotic actuality of parenting as just as great as the filtered edition we see on-line. We want all mom and dad throughout the place to truly feel snug sharing these genuine times, and to transform what we see in our social media feeds.”

The marketing campaign imagery and content rolls out across digital, social, OOH, influencers, PR, in addition to a film that includes Geddes on-set that talks to the perfection that we can and should see in the serious parenting times we all expertise every single day.

Suggests Justin Ruben, govt resourceful director, CHEP Community: “This has been a amazing option to get the job done with the Karicare Toddler staff and an icon like Anne Geddes to support modify the way parents imagine about what they see on social media and how they can make a good modify by basically embracing all the mad and fantastic moments that parenting provides, relatively than worrying about possessing to current a photo of perfection. If we make a smaller alter to how we current our encounter of parenting on these platforms and instead, rejoice the authentic as currently being perfect way too, we can make a constructive effects on moms and dads throughout the nation.”

Parents can learn additional about Karicare Toddler’s Feed the Serious marketing campaign and partnership with Anne Geddes by checking out:

Customer: Danone – Karicare Toddler
Head of Internet marketing – Main Milks and Children ANZ: Ximena Ramirez-Arango
Manufacturer Supervisor – Karicare Toddler: Rachel Wakefield

Resourceful, Media & PR: CHEP Network

Production Corporation: Blonde + Co
Photographer: Anne Geddes
Agent: Blonde Artists
Government Producers: Aida Angotti & Ann Lawlor
Producer: Natalia Loff
Output Assistant: Jessica Holguin
Image Assistant: Angelos Rompolis
DIT: Mike Webb
Cinematographer: Rhadames Julian
Audio: Matteo Liberatore
BTS Photographer: Ann Lawlor
Wardrobe Stylist: Jen Daniels
Set & Costume Designer: Dawn McGowan
Casting Director: Jym Benzing
Nurse: Mika Petradellis
Site: Blonde Studios, NYC


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