A how-to.
Raising Children Network is reminding Australian parents that while children don’t come with an instruction manual, raisingchildren.net.au is the next best thing, in a campaign via Think HQ.
Raising Children Network director Derek McCormack said the campaign addresses a critical challenge in the parenting information landscape.
“Parents are under pressure and often searching for quick answers, but the volume of advice online can be overwhelming,” McCormack said.
“When it comes to children’s health and wellbeing, information from social media or AI can be misleading or simply wrong. This campaign is a reminder that trustworthy, free support is just a click away.”
Think HQ creative director Wellison D’Assuncao said that the work was designed to acknowledge the uncertainty parents feel, without judgement.
“Every parent has had that moment of ‘I have no idea what I’m doing,’” D’Assuncao said.
“We wanted to meet parents there - not with another social media opinion, but with reassurance and guidance grounded in real expertise.”
The campaign launches and will run through June, with three bursts across YouTube, Prime Video, 9Now, Meta, and podcast platforms Mamamia and Acast.
“This is exactly the kind of work we exist to amplify - an organisation making a genuine difference in people’s lives,” said Benedictus media managing director Danielle St George.
“The media strategy focuses on reaching parents in the moments that matter, across the platforms they already turn to for advice.”
CREDITS
Client: Raising Children Network
Derek McCormack – Director
Stephanie Childs – Strategic Communications Manager
Belinda Howe – Marketing Manager
Agency: Think HQ
Jen Sharpe – Founder & Managing Director
Sarah Wood – Director Sydney
Kate Shelton – Creative Strategist
Jane Emery – Chief Officer Business Development
Wellison D’Assuncao – Creative Director
Josella Bray – Art Director
Zoe Mano – Copywriter
Phoebe Lim – Designer
Tina Paul – Junior Account Director
Callum Yeo – Senior Integrated Producer
Adam Dixon-Galea – Audio Producer
Tim Egan – Senior Editor
Directors: Wayward Production – Sam Doyon, Morgan Way
Still Photography: James Horan
Media: Benedictus Media
