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Parenting Brand Rewrites the Book on Parenting to Expose Little-Talked About Struggles and Realities


Carissa and Andrew Gallo direct Coterie's 'The Modern Guide to Parenthood'

Parenting Brand Rewrites the Book on Parenting to Expose Little-Talked About Struggles and Realities

Coterie is not just a diaper brand. It is a parenting brand with a purpose to celebrate the inglorious moments of parenthood. While the industry promotes images of perfection, we started with the insight that the path to parenthood is anything but. Messy, complicated, unexpected, hopeful—yes. Perfect? Hardly.

The creative platform from Wednesday Agency, Becoming Parents, launches November 3rd with a film and book. The film, 'The Modern Guide to Parenthood', is a subversive play on traditional parenting books, depicting the realities of trying to become a parent by juxtaposing outdated chapter titles against modern, gritty, sometimes uncomfortable visuals. The book, “Not Another Parenthood Guide,” features 17 real parents telling their unique stories from IVF to embryo surrogacy to adoption and more, debunking the myth that there is a singular, shared path to parenthood.  

The film was shot by a female director and her husband, Carissa and Andrew Gallo - a real couple whose children are a mix of adopted and biological. 

Celebrity Tia Mowry is featured in the book, recounting her struggles with endometriosis. Other influencers include Lilliana Vazquez, Julee Wilson and Bradley Hasemeyer.

'Taboo' topics shared in the book include IUI, IVF, miscarriage, sperm donation, family surrogacy, embryo surrogacy, transmasculine pregnancy, depression, and death.

The book will be available to purchase on for $35 and 100% of sales go to the BabyQuest Foundation, which aims to ease the burden on families by offering financial support for fertility procedures.

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Genres: Storytelling

Categories: Diapers, Beauty & Health, Wed, 03 Nov 2021 15:13:46 GMT