THE ASIAN PARENT'S NEW MOMS IN THE NEW NORMAL

WHEN THE ASIAN PARENT WANTED TO CONNECT PARENTS-TO-BE WITH THE PARENTING COMMUNITY FOR A SUPPORT SYSTEM DURING QUARANTINE, THEY TURNED TO VMLY&R.

Pregnancy is difficult. During a pandemic, even more so. TheAsianParent is a known pregnancy tracking app but it also hosts a community of parents. How can TheAsianParent give moms-to-be the support system they needed at a time when in-person contact isn’t possible?

 

OUR INTEGRATED SOLUTION

VMLY&R interviewed pregnant women and postpartum moms during the COVID-19 pandemic. From this, the agency and TheAsianParent created a touching tribute video for moms and moms-to-be for Mother’s Day. Not only does it celebrate motherhood, it also provided parents awareness of the support system they can be part of  — TheAsianParent App. It didn’t stop there as the team connected TheAsianParent community to health experts through a Facebook Live.

 

CONNECTED BRAND EXPERIENCE

Aside from ideation and background research, VMLY&R conducted and recorded in-depth interviews with moms from which the agency’s in-house video production team created a video tribute celebrating moms while promoting the TheAsianParent App.

The agency produced and hosted a Facebook Live session especially for moms and invited experienced medical experts, Ob-gyne, Dr. Valerie T. Guinto, and Pediatrician, Dr. Vienne V. Saulog, to address parenting questions in real-time.

 

An app, a livestream, a community that supports parents and parents-to-be when going out to seek professional advice isn’t possible.