BrandPlay, the country’s fastest-growing Integrated Marketing Communications agency specializing in brand and corporate reputation campaigns, announces its latest campaign, “#InHerShoes: Parenting Lessons Passed Down Through Generations.” This campaign provides a platform for first-time parents and their own parents to have a cross-generational dialogue about their parenting styles and family history.

According to a global FMCG plan, 42% of Filipino parents experience high levels of societal and internal pressure, often from their relatives, and low financial resilience. The study reveals that parents aspire to provide their children with a “better, happier, more comfortable life, better than what [they] themselves experienced growing up.”

In response, the campaign aims to address the challenges faced by new parents, boost their parenting confidence, and encourage a deeper appreciation for their own parents. By sharing parent appreciation posts, experiences, and parenting knowledge online, parents can cultivate empathy, strengthen family bonds, and foster healthier relationships within their families. This raises awareness on the subject and promotes emotional and mental well-being, in line with Sustainable Development Goal 3 (Good Health and Well-being) and Goal 4 (Quality Education).

BrandPlay’s Director, Fritz Cruz, shared his thoughts on the campaign: “Parents in this generation are becoming more open-minded, tech-savvy, and socially conscious. They are gradually breaking generational patterns such as emotional suppression. However, beneath these positive changes, they still face challenges that should not be underestimated—and this is where we come in. As a first-time parent myself, I understand the deep desire to give our children every advantage. Through this initiative, we aim to help parents navigate modern approaches to parenthood while reflecting on the valuable lessons traditional parenting has taught us, as well as the mistakes we strive not to pass on to our children and the next generation.”

BrandPlay invites first-time and new parents to support this movement by appreciating their own parents and sharing their experiences online. This will foster a culture of gratitude, strengthen their communities, and celebrate parenthood nationwide.