Babies R Us calls on parents to celebrate the imperfect moments in new campaign

Babies R Us has launched an Imperfect Moments campaign, a community movement to celebrate and recognise the journey of parenting through all the messy and delightful moments.

The Imperfect Moments campaign kicked-off with an emotive television commercial, digital campaign, influencer involvement and in-store activations that serves as a rallying call to parents to share their joy amongst the chaos of parenting in a raw honest way.

The campaign will run for three months with a call for parents across South Africa to share their moments and experiences to help other parents feel less alone, by encouraging them to share their blissful parenting moments amongst the pandemonium via social media and a user-generated microsite.

‘We know parenting is consuming, there’s no such thing as a perfect parent and it’s okay not to keep it all together, but parenting is also incredibly rewarding,’ said Catherine Jacoby, Marketing Manager at Babies R Us. ‘Our aim with the Imperfect Moments campaign is firstly to remind parents to take a step back and enjoy all the moments, because even the untidy and confusing times bring delight and secondly to rally the community of parents.’

She explained, ‘Mom circles, friends and the media often glamorise parenthood, showing only the perfect moments – the issue with this is that when a baby arrives, the reality of newborn life sets in and parents often feel overwhelmed, as parenthood is not as they had anticipated.’

She added, ‘The hope is that this content will give comfort and provide support to other moms and dads, and to learn from each other. Parenting is both everything you ever wanted and not what you expected, and through this campaign, we want to show parents how Babies R Us and other parents can support them through the reality of parenting together – it after all takes a village to raise a child,’ Jacoby said.

‘The campaign kicked off with a television commercial that speaks to the apparent do’s and don’ts of parenthood but ultimately shows how this reality is played out in real life. With the key take-out being – that doing it all is demanding, and that we see you; keeping it together is challenging, but you wouldn’t change it for the world! You’re doing great, mom and dad, Babies R Us can at least help you navigate those imperfect moments of parenthood.’

Jacoby explained, ‘We set out to create a campaign that aims to demonstrate the reality of parenthood, while encapsulating the fact that no matter the tumultuous times during your parenthood journey, there are always moments that give you pleasure. Showcasing both the good and the bad times, is what makes new parents feel seen and understood.’

She concluded, ‘Babies R Us is more than just a baby retail store, as we offer everything you need to navigate parenthood, from our team of baby experts in store who can guide you on this journey, to free antenatal care, wellness checks for both pregnant mom and baby, a family wellness department and the best products at all phases of parenting. What’s more, our team are all moms, so they’ve been there and they know about the challenges, while being solution-driven to help parents through these sometimes-difficult times.’