- New Philips Avent research reveals nearly two in three
moms of young children have less than one hour a day for their
basic needs.
- Taking on this taboo, Philips Avent launches its new
Share the Care brand positioning and movement, encouraging
families, friends, and communities to better support moms so they
can prioritize their well-being and self-care too.
- Philips Avent is raising awareness about the
lack of time in moms' daily lives by marking the Daylight Saving
Time change in Times Square in New York
City, and by way of virtual out-of-home clocktower
takeovers.
STAMFORD, Conn., March 11,
2024 /PRNewswire/ -- Royal Philips (NYSE: PHG, AEX: PHIA), a global
leader in health technology, launches the new
#ShareTheCare brand positioning and movement for
Philips Avent, calling on families, friends, and communities to
help moms and all new parents share the care, so they can
prioritize their well-being and self-care to provide the best care
for baby. The new positioning is backed by research, revealing that
moms often feel guilty spending time on 'me' – almost half of moms
(44%) are under pressure to "do it all." The first in a series of
activations, the launch highlights the critical need to give moms
more time.
Claudia Calori, Head of Global
Marketing, Philips Personal Health, says, "Marking the Daylight
Saving Time change with this powerful message is a wake-up call for
us all, and clearly shows why as a society we need to step in and
support moms. Let's start the conversation with the moms around us
and ask: could you do with some help today? Importantly, this needs
to go beyond immediate family, as we know everyone's support
network is individual and unique. If we collectively change our
behavior and attitude, we can really make a difference."
To showcase this need for support and spread the message that
society needs to give moms more time, Philips Avent showcased this
message across locations in New York
City (Times Square and The Fifth Avenue Clock), San Francisco (Ferry Building) and Ottawa
(Peace Building). These landmarks serve as pivotal locations to
highlight the critical need to give parents more time, especially
as they lose an additional hour due to Daylight Saving Time.
Marci El-Deiry, Global Business
Unit Leader, Philips Mother and Child Care & Women's Health,
says, "Moms remain the lifeblood of our society yet
they're under increasing pressure to be 'mom' all the time. They
need to know it's okay for them to spend time on themselves, and
that doing so is good for them and baby. We need to tackle the
taboo that needing or asking for help means they aren't doing a
good job. That's why it's vital for those around moms to
proactively step in, however they can."
Now is the time for society to step in and support moms. And
Philips Avent is here to help. Celebrating its 40th
anniversary this year, the brand is committed to supporting and
encouraging women to take charge of their parenting journey from
pre-conception through pregnancy, and post-partum to improve the
health and well-being of mother, baby, and family. Philips
Avent provides confidence and reassurance to moms through adaptive,
intuitive solutions, such as the Philips Avent range of baby
bottles and pacifiers and Philips Pregnancy+ app, which help
parents – and the teams around them – share the care with
confidence and ease, especially during their first few months and
years.
Philips Avent partnered with advertising agency LePub
Amsterdam to develop and bring the new positioning to life. The
agency worked with production partner Wenneker Amsterdam and
Director Rune Milton to create a new
hero film, product films, an array of social and digital assets and
in-store collateral. Additionally, Philips Avent coordinated with
Omnicom's Outdoor Media Group to bring these first activations to
life.
Milos Obradovic, Chief Creative
Officer, LePub Amsterdam, "Share the Care is a campaign
that celebrates when loved ones step in for the wellbeing
of everyone – baby, mom and the entire family. The campaign
challenges the baby-comes-first mentality at the expense of moms'
own wellbeing."
Follow and find out more about the #ShareTheCare movement here:
https://www.usa.philips.com/c-m-mo/philips-avent-baby-products
For further information, please contact:
Carly McConnell
Senior Marketing Activation Manager
Tel.: +1 914 629 9226
E-mail: Carly.McConnell@philips.com
About Royal
Philips
Royal Philips
(NYSE: PHG, AEX: PHIA) is a leading health technology company
focused on improving people's health and well-being through
meaningful innovation. Philips' patient- and people-centric
innovation leverages advanced technology and deep clinical and
consumer insights to deliver personal health solutions for
consumers and professional health solutions for healthcare
providers and their patients in the hospital and the home.
Headquartered in the Netherlands,
the company is a leader in diagnostic imaging, ultrasound,
image-guided therapy, monitoring and enterprise informatics, as
well as in personal health. Philips generated 2023 sales of
EUR 18.2 billion and employs
approximately 69,700 employees with sales and services in more than
100 countries. News about Philips can be found at
www.philips.com/newscenter.
About the research
The international research was
carried out by OnePoll on behalf of Philips in November 2023 with 12,000 moms with children aged
0-3 in each the following countries: US, France, India, Indonesia, Poland, Turkey, Brazil, Germany (total of 12,000 mom respondents). The
research also includes questions asked to 2,000 members of the
general population (weighted to be Nationally Representative on the
basis of age/gender/region) in each of the same countries as listed
above (total of 16,000 general population respondents).
About OnePoll (https://onepoll.com/)
OnePoll is a member of ESOMAR and employs members of the MRS.
OnePoll is an MRS Company Partner. All MRS Company Partners and
their employees agree to adhere to the MRS Code of Conduct and MRS
Company Partner Quality Commitment whilst undertaking research.
OnePoll US follows the MRS code of conduct to the same level as
OnePoll UK and employs members of AAPOR. OnePoll is a member of the
British Polling Council.
View original content to download
multimedia:https://www.prnewswire.com/news-releases/philips-avent-launches-new-brand-positioning-in-north-america-share-the-care-leveraging-the-daylight-saving-time-change-to-share-a-powerful-message-about-supporting-mothers-302085373.html
SOURCE Philips Avent