A project that we’ve been involved in since its onset, Positive Parenting is a project that is aimed at educating parental figures with positive parenting tools to employ in their day-to-day life with their children. By using the right mediums of communication channels together with a variety of content streams that were diligently prepared, we were able to inspire those experiencing parenthood whilst also starting key conversations that we, together with the board, felt that needed to be put forward.
Through the digital channels used, we were able to see the feedback, concerns, and angst of parents, which in return helped us navigate the direction of future content. Luckily, we also saw that people who fell under our audience umbrella felt that the channel was a safe space to share their own personal experiences. Parenthood is hard, and for most of the time, they’re judged for saying so – however, thanks to positive parenting, we created a community for them to feel less alone in such a judgemental world.
Since we had type based content that we knew that we were going to have, we wanted to make sure that we also employed playful typefaces to keep the overall visual of text based visuals interesting for our audience. We knew from past experience and research that this particular content stream was the one that was most likely to strike a chord with our audience, we wanted to create shareable visuals such as one would see on motivational posts.
We made sure to really tackle hard hitting topics to unravel the taboos that parents themselves experience. Positive Parenting served not only as an educational platform for parents, but also a place to seek support and not feel alone. We saw this transcend especially when it came to the perinatal and postnatal campaign.
There were also some prominent influencers, who, without any contact, came forward to speak about their struggles during their prenatal and postnatal phases. These influencers without knowing set a wave of change where people felt comfortable to express the hardships that one phases in parenthood.
Apart from ourselves giving bite sized information and conversation starting content, we also got help from the professionals. From psychologists to doctors to lawyers, we really tried to present the whole picture and showcase all the available resources that one can use in order to seek help for any difficulties during parenthood. This really backed up the campaign message that we were putting out there!
This campaign wasn’t solely focused on being just on digital platforms. We as an agency, know the importance of having a holistic approach to really make sure that we’re reaching the target audience effectively. Luckily, this was an understanding equally felt by the client and knew the importance of investing in audiovisual material to translate the Positive Parenting message.
We produced two television commercials in which their scripts were both loving letters being read out to answer each other. One was a letter from loving doting parents to their teenage daughter, whilst the other was of the daughter to her parents. We wanted to create storylines that our target audiences could relate to and have an emotional connection with, which ultimately led to more brand awareness about the Positive Parenting campaign. Both commercials aired on every station in Malta.
What was interesting was that people connected with the commercials so much, that some even thought that the family featured was an actual family and that they truly were reading out the letters to one another. The engagement on the videos was through the roof!