Imperfect Parenting Campaigns

62% of parents report that they have felt pressure to live up to unrealistic expectations often set by peers and society and Babyganics is saying sorry to parents everywhere with its disruptive Perfectly Imperfect Parenting campaign. The campaign is centered around the idea of what it means to be a perfect parent, as well as how the baby category talks about parenting and how parents talk about parenting. With this campaign, Babyganics is issuing a heartfelt apology to parents and is instating new commitments that are more supportive.

Wheels is the 60-second campaign video that takes the form of a sing-along all about embracing daily challenges within the family and approaching parenting as not a "fairy tale, rather a hero's journey – one that praises bravery, ingenuity, absurdity, diligence, sacrifice, hope, and community."