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Gidget Foundation Australia: We Need to Look After Newborn Parents

Top 6 this week
The harrowing sight of a newborn's carer struggling to cope with the demands of early parenthood is played out in a confronting new Gidget Foundation Australia campaign, developed by Ogilvy Network ANZ.

Live this week, the new campaign aims to remind the broader community that newborn parents need as much tender care as their babies, in what can be an overwhelming time of change for many. Using the endline ‘Gidget Foundation is here for you’, it also positions the not-for-profit organisation as a leading point of emotional support and mental health care for expectant and new parents.

The campaign was developed as a joint project between WPP, Ogilvy Network ANZ and Hogarth, spearheaded by WPP’s Chief Strategy Officer Katie Rigg-Smith, and Ogilvy ECDs Kristal Knight (NZ) and Hilary Badger (Melbourne) who led creative.
The campaign was launched on June 1 to coincide with the Global Day of Parents, and is now live across broadcast TV, BVOD, social, radio, digital OOH, large format OOH, and YouTube.
Credits Other credits

Casting Agency: Citizen Jane

Post House: Arc Edit

Editor: Joanna Scott

Post Producer: Amelia Walton

Sound company: Massive Music

Sound Designer: Myles Lowe

Composer: Lance Gurisik

Sound Producer: Luci Roe

Photography Production Company: Photoplay

Photograther: Lester Jones

MD/Exec Producer: Alison Lydiard

Gidget Foundation

Arabella Gibson – CEO, Gidget Foundation Australia

Alicia Yelavich – Marketing Director, Gidget Foundation Australia

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