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BRIEF

Baby Dove have identified that there’s an issue with people giving unsolicited advice to new mums that is often judgemental and upsetting, even though it usually comes from a place of love or wanting to help. So our brief was a tight one – find a way of letting American mums know that Baby Dove recognises ‘mom-shaming’ and stands with you, in a tone that takes the sting out of the issue..

SOLUTION

A humorous ‘Cards Against Humanity’ style game containing a range of common parent-shames. Playing allows parents to laugh at the comments so feel less ‘shamed’ by them, as well as sending a message to other participants that it’s not an acceptable way to behave. 

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