Raising Children Network has launched ‘the guide you never got’ via with Think HQ.
The campaign taps into a universal truth that every parent has wished their child came with a guide.
It comes in response to growing concern among parents about conflicting and unreliable advice online.
Raising Children Network director Derek McCormack said the campaign addresses a critical challenge in the parenting information landscape.
“Parents are under pressure and often searching for quick answers, but the volume of advice online can be overwhelming,” he 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 added that the work was designed to acknowledge the uncertainty parents feel, without judgement.
“Every parent has had that moment of ‘I have no idea what I’m doing,’” he said.
“We wanted to meet parents there – not with another social media opinion, but with reassurance and guidance grounded in real expertise.”
The campaign launches on 9 February and will run through June across YouTube, Prime Video, 9Now, Meta, and podcast platforms Mamamia and Acast.
Think HQ’s client roster includes Cancer Council Victoria, Stride Mental Health and the Australian Federal Police.
Credits:
Client: Raising Children Network
Derek McCormack – Director
Stephanie Childs – Strategic Communications Manager
Belinda Howe – Marketing Manager
Agency: Think HQ
Jen Sharpe – Founder & Managing Director
Sarah Wood – Director Sydney
Kate Shelton – Creative Strategist
Jane Emery – Chief Officer Business Development
Wellison D’Assuncao – Creative Director
Josella Bray – Art Director
Zoe Mano – Copywriter
Phoebe Lim – Designer
Tina Paul – Junior Account Director
Callum Yeo – Senior Integrated Producer
Adam Dixon-Galea – Audio Producer
Tim Egan – Senior Editor
Directors: Wayward Production – Sam Doyon, Morgan Way
Still Photography: James Horan
Media: Benedictus Media