Pregnant then screwed - Cry for help
Targeting - Parents, especially mothers, who are struggling with the challenges of childcare. Additionally, the campaign aims to raise awareness among the broader community, policymakers, and anyone who can contribute to creating a supportive environment for parents.
Core Theme of the Campaign -
The campaign's interesting take lies in its use of a universally recognizable sound—the cry of a baby—to symbolize the unignorable need for help in childcare. This creative approach not only captures attention but also resonates emotionally with the audience, creating a powerful connection to the cause.
About the
Campaign -
The "A Cry For Help" campaign by Pregnant Then Screwed, in collaboration with Saatchi & Saatchi, focuses on addressing the challenges parents face in accessing childcare. Utilizing a core audio asset of a baby crying, the campaign aims to draw attention to the urgent need for support in managing childcare responsibilities.
Formula applied by the Campaign to elicit customer action -
The central highlight of the campaign is the use of the scientifically proven sound of a baby crying, which is impossible for human brains to ignore. This attention-grabbing tactic serves to emphasize the urgency of the childcare crisis and positions it as a collective call for assistance.
Business Title
A Look at
the Campaign
- Launched by Pregnant Then Screwed in collaboration with Saatchi & Saatchi.
- Addresses the childcare crisis and the difficulties parents face.
- Utilizes the sound of a baby crying to symbolize the urgent need for support.
- Aims to draw attention to the challenges parents, particularly mothers, encounter in balancing work and childcare responsibilities.
- Creates a powerful and emotional connection by leveraging a universally relatable experience.
- Features a billboard that is strategically designed to be impossible to ignore.
- Aligns with a national report from Pregnant Then Screwed, based on a survey of over 24,000 parents.
- Advocates for policy changes and support systems to address the motherhood penalty and childcare challenges.