Kiindred, Australia’s leading modern parenting platform, and Tonic Media Network, the country’s largest health and wellbeing media network, have teamed-up.
After witnessing the successful collaboration earlier this year on a national maternal RSV vaccine awareness campaign for the Australian Government, the two organisations have formalised their partnership to deliver always-on, expert-led campaigns designed to foster trust and emotional resonance.
The objective is to transform how health and lifestyle messages reach Australian parents bringing empathy, credibility and scale across digital and real-world environments.
From home to clinic
“This isn’t just about more screens or more impressions. It’s about meeting parents with meaningful content in the places they already trust, from the waiting room to the scroll,” said Emmy Samtani, Co-Founder of Kiindred.
“We’re closing the loop between online and offline, ensuring that messaging feels human, expert-backed and emotionally resonant.”
The collaboration integrates Tonic Media’s 4,300 GP clinics and pharmacies nationwide with Kiindred’s digital ecosystem, which includes social media, editorial, app, and CRM channels reaching more than 8 million parents monthly.
A funnel media ecosystem
The collaboration combines point-of-care media across Tonic’s health and pharmacy networks with Kiindred’s digital reach, blending expert insights and real parent stories through creative content, social amplification, and measurable real-world impact.
“We’re creating campaigns that don’t just look good, they work, because they’re built on insights from credible experts and parents alike,” said Sev Celik, Commercial Director at Tonic Media.
“We’ve seen how emotional connection and contextual credibility drive action, and this partnership allows us to scale that impact.”
Both organisations emphasise a commitment to inclusive and culturally safe communication, particularly across First Nations and culturally and linguistically diverse communities.
By integrating authentic storytelling with expert-led health education, the partnership seeks to bridge critical gaps in parental health literacy.
“This is the blueprint for future health messaging: Tonic provides the national scale, and trusted point-of-care environments for expert-led, credible education. Kiindred layers in the emotion, trust, and real-life context,” said Celik.
“The result is a powerful partnership guaranteed to genuinely move the needle on parental confidence and action.”
“Together, we’re building a new model for what health and lifestyle campaigns can look like when they’re led by real understanding, not just data,” Samtani added.