• by Les Luchter , Yesterday

Fueled by survey findings showing all the social media pressure exerted on young parents to be “perfect,” Abbott’s Similac baby formula's “Love Without Measure” campaign aims to push back on what the company calls “comparison culture.”  The campaign aims to “empower parents by normalizing feelings around parenting and reassuring them that their best is enough,” the brand said.

The survey of parents and parents-to-be, encompassing over 1,000 parents and parents-to-be aged 22-23 (thus older Gen Z-ers and younger millennials) found that while 93% of respondents believe parenthood will be the most fulfilling part of life, nearly 80% feel pressure from social media to be the "perfect" parent.

To counter this, “Love Without Measure” calls on moms and dads to post their own parenting stories along with the hashtag #LoveWithoutMeasure. Similac will then use its own social media channels to spread the stories.  

Similac is also using its owned social media to drive parent participation, along with mom influencers like Alexandra Madison.

The rationale behind “Love Without Measure” was explained in a statement by Dr. Morgan Cutlip, a campaign partner and author of “Love Your Kids Without Losing Yourself”: “What parents benefit from most are authentic, realistic stories and supportive communities -- on and offline -- that make space for imperfection and affirm that there is no single 'right' way to parent."

The Similac survey -- conducted in March by Burson Insights, Data & Intelligence – found that

• 78% of new parents agree that social media provides valuable support
• 82% agree it helps them feel less alone
• 55% worry about being judged if their choices don't align with what they see online
• 81% say social media creates an idealized or unrealistic view of parenting

“Love Without Measure” comes 11 years after Similac’s “Sisterhood of Motherhood” campaign, which fought the so-called “mommy wars” by encouraging moms to stop arguing about how to raise their children and to support each other instead.

Now, an Abbott spokesperson told Marketing Daily, the pressure is coming not from other parents but from picture-perfect social media content.

In addition to earned, shared and owned media, the Abbott spokesperson confirmed that paid media is also included in the “Love Without Measure” campaign. Agencies include WPP’s  VML and Burson Group.