Quaker
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The Challenge

Quaker has been helping Canadians raise their families with hearty, healthy breakfasts since 1908. But recently, the brand had become less relevant to many modern families.

That’s why Quaker engaged Citizen to help them reconnect with parents in a meaningful way.

The Insight

Our discovery process led us to explore the tensions and pressures that drive modern parents. They naturally question themselves and compare their parenting to others. And with the rise of social media, the pressure feels even higher to project a perfect image of family bliss. We needed a simple idea to help parents let go of their unrealistic expectations of themselves and enjoy every moment.

The Idea

To give parents both a reality check and a boost of confidence, we created a simple but powerful mnemonic: #stopCOMPAREnting. In other words, stop comparing yourself to other parents’ curated social images and celebrate the beautifully messy reality of parenting. We created a social campaign that revealed the relatable imperfections outside the frame of pretty family photos. We enlisted popular parenting influencers to share their victories and struggles in social. We also engaged parenting experts for a national media relations campaign. And to give parents a platform for conversation, we held a massive Twitter party with over 200 contributors.

Results

Taking Flight to Europe