Family Safety Platform Life360 Redefines Coming of Age with 'Parent Puberty' Campaign

Wunderman Thompson Atlanta today in partnership with leading family safety platform Life360, launched a new campaign entitled ‘Parent Puberty.’ To coincide with back to school season, the integrated campaign shows how as kids grow up and go through changes, parents experience some weird changes of their own. It redefines this coming-of-age stage to focus on the parent’s experience, while uncovering how to use Life360’s technology to minimise the struggle. And the awkwardness.

The campaign pokes fun by creating a new condition based on the insight that being a parent of tweens and teens changes you emotionally and physically. For the first time, this campaign gives this coming-of-age parenting phase a name; ‘Parent Puberty’. 

Inspired by classic public health materials, the campaign comes to life through a long-form video showing a daughter giving her mother ‘The Talk’ and 15-second mini-tutorials. It also includes a 50-page illustrated guide to parent puberty called ‘I Feel Funny.’ From odd urges to anxiety flashes, unexpected tingles, and worry sweats–this campaign brings awareness to the telltale signs of Parent Puberty and shows how Life360 makes them more manageable, and less awkward.

“One of the most striking aspects of parenthood is that it’s mostly discussed through the lens of what’s happening to your kids,” said Ariana Hellebuyck, VP marketing at Life360. “The emotions and changes parents experience in the parenting journey are too often overlooked. At Life360 our mission is to keep families safe while allowing them to embrace life fully. We wanted to create a campaign that not only speaks to the peace of mind solutions our technology provides but also to remind parents that we see you, we hear you and we’ve got your back.”

"This universally awkward and challenging parenting phase that nearly all parents go through lacked a name, so we named it,” said Jared Kozel, EVP, executive creative director, Wunderman Thompson. “The notion of Parent Puberty inspired us since it so accurately describes the very trying and emotional phase of parenting when helping kids navigate their own very trying and emotional adolescence. We pulled cues from the visuals and tone of classic public health materials to bring the campaign to life. Our goal with this campaign is to help normalise this weird and worrisome phase of parenthood while demonstrating how Life360 can help ease away much of that awkward parental anxiety."

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