MAM — Right to Soothe
— Services
- Campaign
- Video Production
- Influencer Relations
- Social Media
- Design
- Content Strategy
- Content Production
- Public Relations
— Collaborations
- Celebrity Sauce
Silencing soother shame and speaking up for soothing as a fundamental human need.
No one should feel shame or guilt for giving their baby a soother. Right To Soothe was the first step in a parenting revolution that tackled a range of outdated myths and misinformation that parents face every day.
Backed by science and real experiences, we partnered with MAM’s development experts and real parents to share the truth of soother shame, soother use, and how self regulation is not just a need but a right.
We changed the conversation around soother use to show that self regulation is not just a need, but fundamental for development.
The campaign started with an emotional rallying cry that held a mirror up to real criticism and commentary on parents who use a soother. Proclaiming that ‘Soother Shame Sucks’, we then brought in real parent voices to amplify our campaign and developmental experts to explain and educate on soother use, sucking as a self regulation device, and how are parents are right to choose how they soothe their child.
We sought to bring in an outspoken, authentic and relatable set of parents who bring diverse perspectives and experiences to the conversation of soother shame. We worked with parenthood activist and commentator Ashley James to take our story and research to the media as well as a cast of parent creators who brought their own experience of soother shame, parenthood, and parenting experience to the campaign.
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Ashley James on Sky News
From start to finish, parents rallied behind the message of ‘Soother Shame Sucks’. They shared their own experiences of soother shame, promoted MAM’s stance of solidarity, and actively praised MAM for standing up for parents and their children.
Our influencers saw record views whilst MAM’s own social, from Reels to Carousels, were amongst the highest performing content ever shared on the brand Instagram. The combined force of PR, social, and influencer marketing led to one of MAM’s most impactful campaigns to date.
