For C&G Baby Club, the online community providing advice for new and expecting parents, MullenLowe Open launched a new campaign alongside BETC aimed at confronting one of the biggest issues facing parents today: judgement. The Love Don’t Judge campaign was created to encourage parents to follow their instincts and do what feels right to them. Featuring six real families with real judgement stories, the campaign launched with a 60s spot and cutdowns, in addition to a suite of longer format films.
In addition to the films, C&G Baby Club has developed a limited-edition range of babygrows highlighting the many judgement themes reflected in the campaign, with playful lines such as ‘My dummy, my business’ and ‘I’ll walk when I’m ready’. The club will be giving away 15,000 ‘Love Don’t Judge’ printed babygrows to new members that join.