Huggies #YouGotThisMum 2022

BRAND CO-LEAD, COPYWRITER

Huggies’ research in 2022 revealed that mums are often discouraged by their own parenting abilities. Faced with constant pressure to be the “best” mum, many mums are trapped in a cycle of self-doubt as they are bombarded by a multitude of (often contradicting) voices from well-meaning loved ones and social media.

The creative response: we launch a campaign of encouragement.

Using a series of polls and social posts, Huggies encouraged mums that whatever they do is good enough, no matter their parenting style, just as nature intended.

Client: Huggies Singapore
Platforms: YouTube, Instagram, Facebook, Microsite