Sarah Wood

The brief
Baby Dove have identified that there’s an issue with people giving unsolicited advice to new mums that is often judgemental and upsetting, even though it usually comes from a place of love or wanting to help. So our brief was a tight one – find a way of letting American mums know that Baby Dove recognises ‘mom-shaming’ and stands with you, in a tone that takes the sting out of the issue..

The solution
A humorous ‘Cards Against Humanity’ style game containing a range of common parent-shames. Playing allows parents to laugh at the comments so feel less ‘shamed’ by them, as well as sending a message to other participants that it’s not an acceptable way to behave. Product-led ads support with the brand proposition of care.