Babi Mild: My Beloved Monster

Babi Mild, the mother and baby care brand, showed Thai mums it cared by addressing unfair criticisms of mums' child-rearing methods, using an online campaign that successfully encouraged tolerance and understanding.

Campaign details

Brand: Babi Mild Brand owner: Osotspa Public Company Limited Lead agency: Ogilvy Group Thailand Country: Thailand Industries: Baby care Media channels: Online video, Social media Budget: Up to 500k

Executive summary

Knowing that mums can be bullied

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