BabyBjörn is launching a parenting video starring a trans dad.
As part of BabyBjörn's #Dadstories campaign, the video highlights its limited-edition collection, which is inspired by and designed for modern dads.
The series, co-sponsored by parenting resource Fatherly, features real dads and their children. This installment follows S. Leigh Thompson-Shealy and his son as they prepare for a day out utilizing the Baby Carrier One.
BabyBjörn has always believed that bonding with your baby is the most important thing you can do, especially in the earliest stages of parenthood, says Bridgette Kovacevich, marketing manager, BabyBjörn/BabySwede.
“This video is a perfect example of a beautiful relationship between a dad and his baby,” Kovacevich tells Marketing Daily. “With our campaign, #dadstories, we have asked dads to share their experiences in order to support and encourage others and it was important for us to show many different dads.”
The campaign is targeted at all expecting and new parents, she says.
“It’s just as important for fathers and mothers to bond with their babies and babywearing is the perfect way to encourage this,” Kovacevich says.
BabyBjörn and Fatherly are sharing the video on their brand social media sites.
“Parents and families can be very different. We want to focus on what they all have in common — doing everything they can to make sure their babies are loved and cared for,” Kovacevich says.