MommyPhone: The First Babyphone that Listens to Parents

What if a babyphone wasn't just for listening to babies?

That's the idea behind MommyPhone, the new campaign from Gallia (Aptamil in other markets), which highlights an often overlooked reality: parents need to be listened to too.

By turning one of the most emblematic objects of parenthood on its head, Gallia/Aptamil raises an essential question: after giving birth, all attention turns to the baby... But what about the parents?

Post-partum: still too taboo a subject
- Becoming a parent is a physical, mental and emotional upheaval. Yet this reality is often downplayed, reduced to simple ‘little slumps’. But the figures are in: - 9 out of 10 parents say they are physically, psychologically or emotionally exhausted. 88% of parents say they experience ‘both happiness and exhaustion during the post-partum period’. - 97% of parents would like more support during this period.

In this context, the need for listening and parental support is crucial. Yet these fragile moments remain taboo, for fear of judgement or lack of suitable resources.

MommyPhone: the symbol of a campaign to get people talking
Imagine a babyphone with a button linking parents directly to experts in early childhood and parenting. That's the idea behind MommyPhone, a powerful symbol to highlight Gallia/Aptamil's helpline.

A free helpline
Accessible 24/7, this free number enables all parents to benefit from free, confidential, tailor-made support. The team of professionals can also be contacted by email or chat to listen, support and reassure parents. It is also possible to talk to a psychologist or a former midwife on certain days.

A film featuring real parents
In the film at the heart of the campaign, Gallia/Aptamil and its ad agency BETC Paris brought together young parents around a table. In a friendly atmosphere, these parents were able to discuss the difficulties they had encountered during pregnancy and the post-partum period, and to realise that they were not alone. In this film, the MommyPhone is used as a tool to help people speak out.

A campaign that goes beyond communication to offer concrete solutions
With Mommyphone, Gallia/Aptamil illustrates its desire to go beyond words to offer tangible support to parents. Its ambition? To change the way we look at the post-partum period, to break the silence around parenting difficulties and, above all, to offer appropriate resources to deal with them.

Because taking care of parents also means taking care of babies.

The campaign will be broadcast on French TV from March 24th and will also be shared on the Internet and social networks.