Babies are not the only ones who cry. Paternity and motherhood involve complex physical and emotional loads to manage, can make parents secondary actors of their own lives. A situation that, even today, maintains the taboo around the need to be heard or ask for help, and the one that Laboratoire Gallia -The Danone brand specialized in children’s food formulas- puts a solution combining commitment, ingenuity and technology.

Designed by the Creative Agency Betc Paris, The “Mommyphone” campaign part of the concept “Parents also need to be heard”, To expand the positioning of Gallia as a brand that takes care of the little ones, towards a broader framework of family care. To this end, the campaign gives a new meaning to the Vigilabebés Classic, with a variant that works backwards to listen to parents and mothers.

However, this is not a product launch, but a communication exercise. The device serves to promote the New Personalized Care Line of Gallia What fathers and mothers can call in case of help with their babies. It is available in France since March 24 for free, 24 hours a day, and is operated by a team of psychologists, midwives and nutritionists. The channel can also be used from chat or email.

To communicate “Mommyphone”, the brand presents a spot, with weldats production, which reinforces the concept of the initiative by gathering several real fathers and mothers to share their experiences. These try to find out the reason for the crying that the vigilabebés emits, but they do not open emotionally until they hear the cry of a mother.
In this way, Gallia presents the symbolic device as a liberating element that helps parents express their true feelings, and the brand as an ally in the titanic task of parenting.

In addition to the spot, the campaign has also been activated in the brand social media profileswith different contents in which both the sense of the initiative and the operation of the telephone service. In one of them, Gallia collaborates with the Magicmaman pedagogical platform to break down the action from a voice of authority.

On the other hand, “Mommyphone” has a strategy of Marketing of Influencers. Gallia collaborates with the French actress Louise Chabat and with the creators of maternal-patchrnaal content This perfect day, Coralie Le Breton and Maviedepapasolo, who explain how their experience has been using the personalized care service, and integrate a component of empathy in the initiative.

“This campaign, much more than a brand manifesto, is the best demonstration that we continue to assume a direct and real commitment to parents”, Explains Inès Leroux, product director of Laboratoire Gallia, on LinkedIn. This same explains that with” Mommyphone “they are looking for open debates about paternity With all interested parties, as well as bringing the speech to Danone, and foster legislative changes in institutions.

According to brand data, parents live a overwhelming reality during postpartum. In this way, 9 out of 10 fathers and mothers say they feel exhausted physically, psychologically or emotionally, 88% recognize experimenting both happiness and exhaustion, and 97% would like to have more support.

“In this context, the need for listening and accompaniment is crucial. However, these moments of vulnerability remain a taboo, for fear of judgment or for lack of adequate resources”, Explain from the agency in a statement.

More information: “Mommyphone”