Raising Children releases national guide for parents under pressure

Raising Children Network has launches a national campaign to position its website as a trusted alternative to the growing volume of conflicting parenting advice that exists online.

Developed in partnership with Think HQ, the campaign frames the Raising Children Network's website as a free, evidence-based destination supporting families from pregnancy through to age 18.

Think HQ won the business following a pitch.

The creative taps into a universal parenting insight, that no child comes with an instruction manual.

A series of short-form films imagines parents discovering a personalised ‘guide’ for their child, acting as a metaphor for the expert-led advice available through Raising Children Network.

The work is a response to growing concerns about the reliability of parenting information circulating online, particularly across social media platforms, where volume and speed often outweigh accuracy.

Raising Children Network director Derek McCormack said the work addresses the pressure parents face when searching for guidance.

“Parents are under pressure and often searching for quick answers, but the volume of advice online can be overwhelming,” McCormack said. “When it comes to children’s health and wellbeing, information from social media or AI can be misleading or simply wrong. This campaign is a reminder that trustworthy, free support is just a click away.”

Think HQ creative director Wellison D’Assuncao said the tone was designed to meet parents where they are, without judgement.

“Every parent has had that moment of ‘I have no idea what I’m doing,’” D’Assuncao said. “We wanted to acknowledge that uncertainty and offer reassurance grounded in real expertise, rather than another opinion in the feed.”

Media strategy was handled by Benedictus Media, with the campaign rolling out across YouTube, Prime Video, 9Now, Meta, and podcast platforms including Mamamia and Acast.

The campaign launches on 9 February and will run through June, delivered in three bursts.