Mommyphone

What if a babyphone wasn't just for listening to babies? That's the idea behind MommyPhone, the new campaign from Laboratoire Gallia, 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, Laboratoire Gallia 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 Laboratoire Gallia's helpline.

A free helpline, available from March 24th

Accessible 24/7, the 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. You can also talk to a psychologist or a former midwife on Tuesdays and Thursdays.

A film featuring real parents

In the film at the heart of the campaign, Laboratoire Gallia and its BETC agency 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, Laboratoire Gallia 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 TV from 24 March and will also be relayed on the Internet and social networks.

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CREDITS

Laboratoire Gallia

Julie de Prittwitz : VP TOPLINE Danone Specialized Nutrition

Sónia Penim : Marketing Director Danone Specialized Nutrition

Julie Proffit : Marketing Manager Laboratoire Gallia

Inès Leroux : Product Manager Laboratoire Gallia

BETC - Account Team

General Manager : Christelle Fagot

General Manager : Mathieu Laugier

Account Director : Adèle Salomon

Account Manager : Vincianne Dewailly

BETC - Creative Team

President and Chief Creative Officer : Stéphane Xiberras 

Executive Creative Director : Olivier Aumard

Creative Directors : Christopher Oldcorn et Kais Brahmi

Art Director : Rayhaan Khodabux

Copywriters : Antoine Gauquelin, Julien Sens

Traffic Manager : Anaïs Grelet

Creative Producer : Gwendoline Burel

Talents Team

Director : Edith Chapin

Photographer : Jair Lanes

Production Team

Producer : Perrine Schwartz (SOLDATS)

Post-producer : Ulyssia Marchais (1to1)

Assistant Post-producer : Claire Bacconnier (1to1)

Head of Production for Danone : Susan Baumerder (BETC)

Mommyphone design Team

Samuel Bergeron : CEO of Make it Tangible

Adrien Rouet : CEO of Esquisse 3D

Marko Grkovic : Product Designer (Make it Tangible)

Special Advisors - BETC

Olivier Apers

Nicolas Lautier

Étienne Averseng

Nathanaëlle Enjalbert

Rémy Zalcman