Waterwipes Throw Virtual Life-line for New Parents during Lockdown

Created by earned-first advertising agency The Brooklyn Brothers and progressive public relations agency, Golin, WaterWipes has launched an initiative to help new and expecting parents cope with the challenges of welcoming a baby into the world during social distancing.

The Early Days Club, is a virtual platform that gives parents access to healthcare professionals and a peer-to-peer support network. It’s designed to provide reassurance through expert guidance and social interaction – at a time when both are in limited supply. With parents less able to physically access their network of healthcare professionals, friends and family, many are denied much-needed emotional support to help them through the

enormity of becoming a new parent.

Through an online session using Zoom video conferencing, The Early Days Club will allow parents to interact live with a panel of experts and influencers. Together they will answer burning questions, bust myths and tackle taboos in a way that feels open, honest and relatable. By showing new and expecting parents that they’re not alone, WaterWipes hopes to inspire them with the self-belief to make it through these challenging early days.

The initiative will include new sessions on Zoom to be hosted by maker of world’s purest baby wipes and a virtual platform to give expert advice and reassurance for parents. It will be supported by healthcare professionals and peer-to-peer network and will build on WaterWipes’ #thisisparenthood platform.

The activity comes as part of a larger response to the crisis in which WaterWipes has turned its social channels into a support network, providing practical advice from healthcare professionals, through to moments of much-needed light relief when parents need it most. This builds on the brand’s #thisisparenthood platform that celebrates the honest reality of parenting – uniting and empowering parents across the world. Jamie Caul, WaterWipes marketing manager UKI, added: “As a brand created for parents, by parents, we know that it’s easy to be lacking self-belief at the moment. We wanted to respond to that through action. Through Early Days Club, we've mobilised the community built through our existing #thisisparenthood platform - engaging healthcare professional and influencers who share our unique passion for more honest, empowering conversation around parenting. Hopefully we can show that no matter what life throws at parents - together we can make it through with a laugh and a smile.”

On 7th May, Early Days Club will be kicking off by bringing new and expecting parents together through a live event panel with guest host, Ellie Taylor. Taking place at 2pm, parents will be able to tune in and have their questions answered on dealing with early parenting moments during Covid-19 by a star-studded panel, including Myleene Klass, Ryan Thomas and health professionals Dr Laura Lenihan and midwife Marie Louise - both of

which are currently expecting. Find out more about the event and panel here.

George Bryant, global chief creative officer of The Brooklyn Brothers, added: “The Covid-19 crisis has proved how important it is to have a clear purpose for your brand. It allowed us to quickly interpret the role WaterWipes could play in parents' lives during lockdown - inspiring self-belief by connecting them to the practical and emotional support they've been cut off from. We couldn't be prouder to help such a necessary brand continue to build trust with its audiences in an innovative and authentic way such as Early Days Club.”

Natasha Weeks, Golin executive director, added: “We know that despite the challenge and uncertainty of the crisis, people are gravitating towards stories that feel positive and human. By adding genuine value to the everyday lives of our parenting audience, we hope to inspire honest, empowering conversations that extend beyond our direct category and out into broader culture. When it comes to working with influencers at this time, authenticity matters. It’s never been more important for influencers to have a credible connection with what they are talking about. That’s why our panel, even our experts, are expectant or new parents themselves – embracing live-streaming from their own chaotic living rooms, and showing our audience that we’re all in this together.”