Tommee Tippee Campaign Uses Truth to Address Online Toxicity Around Parenting

Leading global baby and parenting brand, Tommee Tippee, has announced the launch of its latest campaign, ‘The Truth Is’, which aims to make the toxic online world a better place for parents – whatever their truth.

Following the success of its award-winning campaign, The Boob Life, Tommee Tippee briefed unified brand comms agency, Manifest, on creating a second global campaign to take the next step towards positively changing how the world speaks to parents.

Launching this month, ‘The Truth Is’ hopes to address a common problem: that no one is telling the truth when it comes to parenting. How? By shifting the online culture of criticism to one of honesty and compassion.

The campaign features a series of honest, assuring and inspirational films capturing real parent stories, and blending it with theatrical surrealism to express the complex, emotional experience of parenting.

The films form part of a wider, participatory social content and influencer campaign, #TheTruthIs, which is supported by digital banner ads and social media content, which celebrates differences and encourages parents to share infinite truths.

As part of the brand’s zero tolerance to toxicity, the campaign will see the launch of a Code of Compassion across its owned channels, setting a new standard for the online community and helping build a supportive space for all parents.

Manifest partnered with The Gate Films, and director Matt McDermott, to produce the films and photography.

Neil Knowles, global campaign and content manager, Tommee Tippee comments: “The Truth Is’ campaign is part of our ongoing mission as a brand to make the world a more compassionate, inclusive place for all parents. Manifest has always understood and supported that goal and helped us to effect real and positive change in the parenting and baby category.”

“We’ve seen first-hand in our social communities how judgement and comparison can erode parenting confidence. ‘The Truth Is’ campaign is a direct challenge to the toxic underbelly of the online parenting space. We’re actively redressing it through the celebration of difference and the sharing of infinite parenting truths so we can start to change the conversation and help every newly expectant parent grow in confidence.”

Daisy Phillips, associate creative director, Manifest: “Brands have a huge role to play in creating meaningful connections with their communities, using creativity and their platform to change the world for the better. We’re so proud to help Tommee Tippee continue to shake up the category by pushing creative boundaries and putting real parents at the heart of the campaign.”

To find more about ‘The Truth is’ campaign visit here.