The Brief

CREATING MORE AUTHENTIC CONVERsATIONS AROUND PARENTHOOD

Parents are bombarded from all angles by things they ‘should’ be doing, or how they ‘should’ look. This is the ‘normal’ face of parenting in the UK, shown off by celebs and influencers. Yet they almost all exist in the same world, through the same filter, and diversity is hard to find. With our #ItsAllNormal creative platform we wanted to share the full spectrum of parenthood, because there’s nothing we ‘should’ be doing. We’re all doing it our way and it’s all normal. Our three campaigns to date have used Instagram as a brand window and flooded the channel with engaging content to direct the national conversation. We wanted to talk about trending topics that are relevant to our audience, in an authentic and honest tone, as well as better represent diversity for all UK families; specifically those parents who don’t normally feel included. We used unique and diverse influencers to drive more authentic content, showing their ‘normal’ - the chaos, the emotion, the imperfection. This was paired with our own engaging social posts, to make the Haliborange social feed a genuine window to the brand, showing that when it comes to family life, it’s all normal.