Embrace the real moments,
because real parenting is perfect.
Integrated Campaign
Mess
Karicare
Milestones
Creative Partner
because real parenting is perfect.
The overwhelming portrayal of ‘perfect’ parenting online is exacerbating fears of inadequacy for new parents, leading to a lack of confidence and increased stress. In fact, these parents often see the mess that their newborn baby creates as a sign of failure.
Parents often see the mess that their child creates as a sign of failure, when in reality it’s a sign of growth.
Capitalising on the innate urge a parent has to mark every moment of their child’s development, we will create a line of digital stickers with the tag #messmilestones that parents can place on images they share over social media.
Karicare will also release a limited edition Mess Milestone scrapbook, complete with real stickers, that will provide facts, anecdotes and advice to help parents to recognise and celebrate each new messy stage of their child's development.
Interactive QR codes will also turn each page into digital collage, to be shared with family and friends through social media using the #messmilestones tag.
To commemorate the campaign, Karicare will select the most disastrous #messmilestones shared to be forever memorialised through a line of limited edition greeting cards.
