Fri. Dec 6th, 2024

Empathise. Embolden. Embark. Embrace. Embody. Empower.

EmParent

Anyone who is a parent will tell you that parenting is a journey—full of highs, lows, and everything in between. Vital Baby‘s 2024 campaign is designed to celebrate and support these key parenting moments, from pregnancy to preschool. Launching at London’s AllBright Collective, Vital Baby is proud to reveal EmParent, an inclusive six-month campaign designed to empathise, embolden, embark, embrace, embody, and empower.

As a family-run business, Vital Baby has a long-standing, award-winning range of innovative products designed to address the unique challenges that all parents face. Vital Baby’s main aim is to support parents beyond just selling products. Inspired by the positive and supportive community on their social media channels, the idea to create a series of activities to support those parents was born.

EmParent collaborates with a number of experts, thought leaders and influencers throughout the year. The campaigns include everything from light-hearted dad jokes in the ‘Family Man’ social media campaign, to thought-provoking conversations for World Mental Health Month in October, featuring Anna Mathur, a psychotherapist, author, and mother of three. In addition, it looks to celebrate International Men’s Day supported by MANtenatal, and World Breastfeeding Week with paediatric dietitian Lucy Upton.  Other experts include post-natal recovery experts The 360 Mama and family doctor and mum-of-two Dr. Shireen.

Recognising that it’s often the little things that matter most in parenting, Vital Baby is also championing a specific campaign for World Kindness Day in November called ‘The Vital Way to Pay it Forward’.

EmParent expert Anna Mathur comments; “Being a parent can be both the most wonderful and the most anxiety-ridden experience all at the same time, wrapped up into one!  That is why I am thrilled to be one of Vital Baby’s EmParent experts – encouraging conversation, offering support, creating smiles and generally dishing out the virtual hugs – whatever is needed to show parents that they are not alone, and can indeed be there for each other along the way.”

Every campaign will be brought to life through real-life journeys, from breastfeeding to weaning and beyond, plus engaging social media content designed to encourage parents to talk, so that every journey can be filled with kindness and care (even if it is amongst the chaos!).

If you're thinking of buying something recommended by us, please go via the links on our pages. When you do this we may earn a fee which supports our editorially independent, family business.

By Penny McCarthy

Penny McCarthy is a seasoned entrepreneur and co-founder of Parents News UK, a pioneering publication launched in 1993 to serve the needs of busy parents in Southwest London. Alongside her husband, Fergus McCarthy, Penny played a crucial role in the rapid expansion of the printed edition, which grew from a local startup to a widely circulated monthly publication with a reach of 192,000 copies across Kent, South London, and beyond. Under Penny’s leadership, Parents News quickly became a trusted resource for families, providing valuable information on education, entertainment, sports, and family-friendly events. Her vision helped the publication extend its influence with franchises in Northern Ireland and Cornwall, catering to a growing demand for accessible, family-oriented content. In 1997, recognising the importance of digital media, Penny spearheaded the launch of Parents News UK Online. The website initially mirrored the content of the printed editions and has since evolved into a comprehensive online resource for parents, achieving significant popularity with up to 700 daily hits. In 2017, the publication transitioned fully to an online platform, continuing to inform and engage families across the UK. Today, Penny remains deeply involved in the ongoing success of Parents News UK, focusing on innovative advertising opportunities and future growth plans. Her dedication to supporting families through accessible and practical content has made Parents News a cherished name in households across the country.

Read next