WaterWipes: Parents Pact

Working closely with parents who wanted to raise awareness, our brief was to recognise and redefine what the term ‘to provide’ meant in daily family life.


Our approach was to immediately identify a parents’ pact – a new landscape of ‘co-parenting’ and a more millennial-centric approach that would foster a greater role for dads when the reality of working as a family creates a new dynamic for a couple.


Our activity aimed to show that you can be all each other need within the fluid journey the modern family unit is built on.

Sarah Abell

Author & TV Relationship Expert

We developed and delivered an insight-led campaign to highlight the key issues around what it means ‘to provide’ and partnered with Sarah Abell, relationship expert to offer an informed opinion on the changing perceptions of the family provider.

Giovanna Fletcher

TV Presenter & Author

We also collaborated with parenting influencer and author, Giovanna Fletcher and asked her to share her own thoughts on what it means ‘to provide’.

To further advocate the campaign and reach dads, we worked with daddy bloggers to spread the message.

We secured 27 pieces of traditional and digital PR coverage, with an outstanding total audience reach of 15.9 million.


Total audience reach


Influential PR articles