Carefree celebrates mums in heartwarming new campaign

Feminine care brand Carefree has announced the expansion of its product portfolio to include pads, alongside a new integrated, advertising campaign titled "Protection for the protectors." 

"Protection for the protectors" showcases how the new pads are tailored specifically for mothers and how the pads deliver the same protection mothers give to everyone else. 

Kicking off the campaign and expansion is a core mission video. The mission video shows photos of tired mothers with their children at different milestones and a photo of stretch marks. It later ends with a photo of the brand's products and its slogan "All day comfort and protection."  

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Meanwhile, a voiceover says, "You are a protector, you push, you teach, you roar, and you need protection." 

Carefree is also partnering with mothers and specialists such as ob-gyns to create and share educational content across social media. The content aims to support mothers as they tackle their daily obstacles and celebrate achievements in motherhood. 

The campaign will be rolled out with new ad spots digitally, streaming on TV and via social channels over the coming weeks. 

"We know that women, especially mothers, experience different feminine care needs at different times," said Nicole Harris, head of marketing, feminine care. 

"Our new mission sets the tone for supporting the evolving physical changes they experience through periods, leaks, odours and everything in between. With this new launch, we are confident that Carefree can be the solution mothers can trust with our uniquely designed new portfolio of products." 

Similarly, sexual wellness brand We-Vibe centred mothers in their literacy campaign in May last year. 

Done in tandem with Hong Kong-based influencer Ziggy Makant, the campaign attempts to encourage new mothers to be more vocal about their sexual wellness and to take charge of their pleasure without shame. 

As part of the campaign, Makant suggests a list of tips and tricks to overcome changes in the body and changing desires. These include sensual massages, non-penetrative sex and sex toys provided by We-Vibe and more. 

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