STAMFORD, Conn. - Royal Philips (NYSE: PHG, AEX: PHIA), a global leader in health technology, has unveiled a new brand positioning for its Philips Avent products, emphasizing the importance of shared caregiving responsibilities. The #ShareTheCare movement encourages a societal shift to better support mothers in finding time for self-care and well-being.
According to recent research commissioned by Philips, nearly two-thirds of mothers with young children have less than one hour daily for basic personal needs. The study also found that 44% of mothers feel pressured to manage everything on their own, often at the expense of their own self-care.
To raise awareness, Philips Avent marked the Daylight Saving Time change with events in New York City, including Times Square and The Fifth Avenue Clock, as well as in San Francisco and Ottawa. These events highlighted the need for increased societal support for parents, particularly in light of losing an additional hour due to the time change.
Claudia Calori, Head of Global Marketing at Philips Personal Health, emphasized the need for a collective change in behavior and attitudes to truly make a difference in supporting mothers. Marci El-Deiry, Global Business Unit Leader for Philips Mother and Child Care & Women's Health, echoed this sentiment, stressing that it is okay for mothers to take time for themselves, which is beneficial for both them and their children.
As Philips Avent celebrates its 40th anniversary, it remains dedicated to aiding mothers throughout their parenting journey with products and resources like baby bottles, pacifiers, and the Philips Pregnancy+ app. These tools are designed to provide confidence and ease the sharing of caregiving tasks.
The new campaign, developed in collaboration with LePub Amsterdam and supported by a variety of multimedia assets, challenges the notion that mothers must always prioritize their children's needs over their own well-being.
This initiative is based on international research conducted by OnePoll on behalf of Philips, surveying 12,000 mothers with children aged 0-3 across several countries, along with 16,000 general population respondents. The study aimed to understand the challenges mothers face and the societal support they require.
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