What if the most beautiful moment of one's life was also the most difficult one? It is.
79% of mothers claim being emotionally exhausted during the first months of the life of their new baby.
The underlying reasons are as diverse as there are mothers: hormones, the backup role that they have to play to their child after being at the center of the attention during pregnancy, the lack of me time, and the lack of sleep ... Furthermore, the myth of the perfect parents keeps over present, especially on social media. Postpartum is still a taboo topic.
Gallia, the expert of infant milk and category leader, has decided to tackle this cause with the help of the French ad agency BETC Paris. Fighting this issue lies directly in the values of the brand, which brings its storied expertise to parents and always strives to communicate with empathy. The brand wants to help parents by breaking old taboos about postpartum and by bringing them some support services.
Gallia and BETC worked together to develop a broadcast, print, and digital campaign called "The 4th Term" that encourages to flip the traditional question that visitors asked when coming to see the newborn from "How is baby doing ?" to "How are you doing ?"
The film shows an emotional exchange between a new mother and her friend that is worried about her mental health. We see the friend dare to break the taboo and ask the mother a simple question "How are you ?" A small sentence, so simple, that creates a real impact and an awakening. The campaign also included a film made for new fathers as the brand recognizes that all members of a couple can face challenges after the birth of a child.
The film was directed by Matthieu Tribes, who brings his distinctive sense of capturing real moments full of raw emotion on camera. The visuals were shot by photographer Jair Lanes.
The campaign began airing online and on TV on March 6th in France. The print ads rolled out March 8th.
Campaign: 4th Term
Brand: Laboratoire Gallia
Brand Managers: Madeline Honore, Anais Barrere
Ad Agency: BETC Paris
Agency Managers: Christelle Fagot, Adele Salomon, Vincianne Dewailly
Executive Creative Director: Antoinette Beatson
Creative Directors: Christopher Oldcorn, Kais Brahmi
Art Director: Marie Glotin
Copywriter: Gilliane Hellstern
Stratgic Planners: Bilel Mahjoub
Traffic Manager: Anais Grelet
Art Buyer: Zina Salih
TV Producer: David Green
Production Company: General Pop
Post-Producer: Annick Joud
Sound Production: Emma Lou Jacono
Director: Matthieu Tribes