Monday, December 3, 2012

[United Kingdom] - New UK Marketing Campaign Celebrates Diverse Families (Like Ours) - QParent

News from the United Kingdom about a new marketing campaign that celebrates the diversity of families.  Thanks to QParent for the link.

[Source: Original Article]

Mamas & Papas, a baby-store chain in the UK, has launched a marketing campaign celebrating the diversity of family. Posters and ads feature images of a variety of real-life families, including single moms, mixed race couples and gay dads, along with the tagline “How we roll.”

“It is certainly not just a publicity stunt,” the company’s creative director, Olivia Robinson, told the Guardian. “It comes from a belief that parents are changing.” She says the new campaign will not be a one-and-done initiative — the focus on a wide variety of families will become a central part of marketing for Mamas and Papas going forward.

In the UK, as in other countries around the world, the number of same-sex families is on the rise. Last year, it’s estimated there were 8,000 UK families with same-sex parents.

Mamas & Papas is following in the footsteps of several other major retailers who have recently featured gay and lesbian couples. Amtrak, Gap, JC Penney, Ray-Ban and J. Crew all ran same-sex ads this past year. But the Mamas & Papas campaign marks the first from a baby store, at least in the UK. Do you know of any national baby stores in Canada or the US that have marketed to LGBT families?

[Source: Original Article]

No comments: