Huggies and PANDAS' Social-First Campaign Raises Awareness of Perinatal Mental Health

Huggies’ new social-first campaign by independent marketing agency RocketMill aims to reach every parent or network affected by perinatal mental illness organically through TikTok and Meta to reinforce the message ‘you are not alone’. This important campaign will promote PANDAS, a charity dedicated to offering support for parents and carers suffering from perinatal illness.

Comprising two parts, the campaign includes a week long video diary series named ‘Walk and Talk’ and an accompanying competition to win affirmation-based artwork from London-based artist, designer and mother Kelly Anna.

Shot by The Progress Film Company, the video series, which was developed and produced by RocketMill, features PANDAS employees and volunteers who have suffered from postnatal depression, as they discuss their stories together. The footage will be shared by Huggies’ social agency, Elvis, across TikTok and Meta channels via organic distribution. 

Steph Madrell, senior marketing manager for consumer engagement at Huggies said, “Working together with PANDAS and the creative team at RocketMill on this project, as our lead agency for owned media, has been so rewarding. As a partner of PANDAS, we recognise the vital importance of breaking the stigma of perinatal mental illness, and spurring parents to reach out, which is aligned to our brand mission of helping parents navigate the unknowns of babyhood.”

Annie Belasco, head of charity at PANDAS commented, “So far, our partnership with Huggies has allowed PANDAS to offer 13% more support to parents. We’re excited to further increase awareness of PANDAS and the support we offer to many more parents, carers and their networks, so that we can help more people with knowledge, advice and support who may be struggling with perinatal mental illness."

Helen McClane, chief client officer at RocketMill added, “We have developed an incredible partnership with the Huggies team over the last six-years spanning SEO, paid media, UX, creative and content. To now have had the opportunity to work with them and their charity partner PANDAS to share awareness and recognition of perinatal depression has been very special for the team, and well-aligned to our founding principles.”

PANDAS’ text service is accessible via Huggies’ website, organic social and email communications. The easy-to-use link goes directly through to their WhatsApp charity support account.