Red & Co. Wins Gold at Inaugural Anthem Awards for Babyganics Campaign
Brand consultancy Red & Co. announced today that it has won Gold in the Inaugural Anthem Awards for its Babyganics campaign, 'Here’s to Perfectly Imperfect Parenting.' The work was honoured in the category of Diversity, Equity & Inclusion Campaign / Brand Awareness (For Profit).
The Anthem Awards was launched in response to the prevalence social good has taken within the national conversation and cultural zeitgeist in recent years. The inaugural competition received nearly 2,500 entries from 36 countries worldwide, with winners selected by the International Academy of Digital Arts and Sciences.
Red & Co. was hired to disrupt the babycare industry, which was much overdue and in need of a shake up. They designed the 360-campaign to revitalise the Babyganics brand by changing the cultural narrative around 'perfect parenting.' Today’s culture overlooks the very real struggles of working parents, single parents, low-income families, LBGTQ families, minority families, caregivers, grandparents and disabled parents and kids – people generally not seen on diaper boxes. Red & Co.’s campaign featured real families in front of and behind the cameras, adding diversity not only to the work, but the process.
Mira Kaddoura, founder/ECD of Red & Co. said: “With this work, we wanted to alleviate the pressures of parenting, provide support where we can and even bring some joy back to this challenging job. The ultimate goal is to change the white, privileged portrait of parenting to create real openness and honesty about what it’s like to parent in the 21st century.”
The new platform is helping to create a nontoxic baby culture that engages and supports all parents. Rather than focusing on product questions, parents are now sharing personal experiences on social media and starting conversations around parenting, from social conventions to stereotypes to parenting wins. Babyganics also revisited its parental policies as part of the collaboration.
Mira continued: “We’re so thankful to The Anthem Awards for honouring the purpose and mission-driven work of people, companies, and organisations worldwide. By amplifying the voices that spark global change, they’re defining a new benchmark for impactful work that inspires others to take action in their own communities. A special thank you to Sara Mendez and the whole Babyganics team for being the change with us.”
Winners for the inaugural Anthem Awards will be celebrated at the first annual Anthem Voices conference followed by a star-studded virtual Awards Show on Monday, February 28th, 2022. Fans will be able to hear from social impact leaders during the day and then watch the show, featuring special moments, and hallmark speeches from all you and your fellow winners here.
