PORTSMOUTH, N.H., April 16, 2019 /PRNewswire/ -- Today, WaterWipes®, the world's purest baby wipes, is launching #ThisIsParenthood – a global project that documents the realities of parenting through a uniquely honest lens. Global research conducted by WaterWipes revealed that parents were left feeling disempowered when confronted with the "picture perfect" portrayal of parenting. In fact, more than half of parents (55%) all over the world feel that they are failing within the first year of parenthood, with moms more likely to feel this way than dads (60% vs 45%).
In an effort to address this common feeling amongst parents, #ThisIsParenthood aims to normalize more open, honest conversations by sharing real-life stories around the highs and lows of parenthood. The campaign will launch with a 16-minute documentary film, created by BAFTA nominated director and new mother Lucy Cohen. Featuring a collection of intimate narratives from parents across the world, the documentary tackles the lack of honesty around parenting in today's society. It seeks to embrace imperfection, ultimately building confidence in parents by changing conversations about parenthood.
Additional findings in the global research conducted by WaterWipes revealed that the rise of social media and flawlessly filtered Instagram feeds have contributed to these general feelings of inadequacy, with two fifths of parents feeling the pressure to be "perfect" after spending time on social media (42%). The result of these societal pressures translates to parents feeling as though they can't be honest about their struggles due to fear of judgment (39%), with almost half admitting to putting on a brave face rather than being honest about their reality (45%).
"The global research we have conducted speaks for itself," said Cathy Kidd, Global VP Marketing at WaterWipes. "Parents often feel as though they are failing, especially when confronted with images that have an unrealistic depiction of parenting. As a company that strives for honesty in everything we do, we launched #ThisIsParenthood to celebrate the everyday realities of parents everywhere. We hope that parents will join us in this project by sharing stories of their own journeys, so that together, we can change parenting conversations for the better."
#ThisIsParenthood features real-life stories from 86 parents across three continents, tracing the first year of a parent's journey (from pregnancy to first birthday), and openly discussing the highs and lows that each family experiences. The documentary also includes rarely seen moments that include struggles of self-confidence, back-to-work transitions, and frank conversations about the impact that being a parent can have on relationships.
"As a new parent, it was easy for me to connect with this project," said Lucy Cohen, documentary film director. "It is easy to understand how parents can feel a bit lost or alone within those early months. It can feel as though there are a whole host of expectations from the outside world as well as the pressure a new parent inevitably puts on themselves to get it right first time. It was a privilege to work with such inspiring parents across the world and I am grateful to all of those who willingly shared their realities. I hope the conversation extends far beyond the films themselves."
Vanessa Lachey, someone who openly shares her family's life with her fans, found WaterWipes' emotional depiction of parenting to be powerful and important – which ultimately led her to join the #ThisIsParenthood movement.
"As a mother of three, #ThisIsParenthood really resonated with me," said Vanessa Lachey, actress and celebrity mother-of-three. "So often, we as parents feel the pressure to pretend everything is perfect – when the reality is that we might be juggling twenty things at once, and feeling insecure or overwhelmed or like we're failing at all of them. Being a parent is amazing, exhilarating, joyful and magical, but it can also be extremely hard and frustrating. I love that WaterWipes is empowering parents to embrace a more honest, open dialogue about parenting and sharing the highs and lows through such a compellingly honest documentary. I encourage everyone to watch the documentary and join the movement by sharing your honest #ThisIsParenthood moments."
To get involved in #ThisIsParenthood, join in on the conversation on Facebook and Instagram, and watch the documentary HERE on YouTube. Consumers can also visit WaterWipes' Instagram, Facebook and Twitter pages for more information.
WaterWipes is a global brand made with simply two ingredients: 99.9% water and a drop of fruit extracts. Created by a concerned father looking for a solution after discovering his newborn suffering from diaper rash, WaterWipes is authentically created with both parent's and children's comfort in mind. Today, WaterWipes is the world's purest baby wipe, and one of the most -loved baby wipes across the globe. WaterWipes is available at all major retail locations in the US. For more information, please visit https://www.waterwipes.com/us/en.
Notes to editors
All figures, unless otherwise stated, are from YouGov Plc. Total sample size was 13,064 adults. Fieldwork was undertaken between February 26, 2019 and March 19, 2019. The survey was carried out online.
Media Contact: Jena Sussman, GOLIN, [email protected], 212-373-6008