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ADVERTISING CAMPAIGNS

Cry-sis and Colief Infant Drops ‘A Problem Shared’

Agency: Pegasus PR

Client: Cry-sis Cry-sis and Colief Infant Drops

Rugby legend Ben Cohen MBE and his baby daughter Isabelle, are fronting a new PR campaign to raise awareness of the problems faced by new dads such as dealing with excessively crying babies and colic.

The pair feature in a new PR campaign recreating Spencer Rowell’s L’Enfant, the iconic 1980's image which encapsulated the softer side of men for a whole generation of women.

World Cup winner, and first time dad Ben Cohen, 29, has become involved with the Problem Shared campaign, due to his own recent experience of dealing with colic with his 5 month old twin daughters Harriette and Isabelle.

A Problem Shared is being sponsored by Colief Infant Drops and Cry-sis, a charity that provides support to parents with excessively crying babies.  It aims to encourage parents to share their problems and allow them to enjoy the experience of having children.

The 2008 ‘A Problem Shared’ campaign will be focusing on the role of fathers and the relationship of parents, after research by Colief discovered that 1 in 5 couples have admitted their sex life was “non-existent” in the first year of a baby’s life, while five per cent of couples have actually split up due to their baby’s constant crying. 

“Many parenting campaigns place a key focus on mums, leaving dads lingering in the background and often not feeling as important, which can lead to the breakdown of communication and ultimately relationships.” commented Mary Buckley, founder of Colief Infant Drops

“We felt it was important to help bring dads into the spotlight, and raise awareness of the role they play in baby care and how their involvement can help ease the pressure on mums and on their relationships.”

AJR
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