Ashley James, TV presenter, campaigner, and mother-of-two, led the #RightToSoothe campaign by MAM, tackling the stigma and judgment parents face over using soothers. The campaign shed light on the relentless criticism parents endure, with 63% facing judgment in early parenthood, whether for feeding choices (16%), their baby’s public behaviour (17%), or dummy use (15%).
With over one-third of criticism coming from strangers (36%) and nearly half of parents (44%) feeling undervalued due to their gender, the campaign addressed the emotional and social impact of parental judgment. It also highlighted the practical benefits of soother use, with 69% of parents relying on dummies for sleep, despite 23% worrying about dental issues and 22% struggling with weaning. Through media engagement and widespread discussion of MAM’s research, #RightToSoothe empowered parents to make informed choices about soothers, challenging social stigma and reinforcing parental confidence.
Challenge:
- Parental Criticism Epidemic – 63% of parents report facing judgment, whether for feeding choices (16%), their baby’s behaviour in public (17%), or using a dummy (15%).
- Social Backlash and Isolation – 36% of criticism comes from strangers, while 30% comes from fellow parents, leaving parents feeling scrutinized and alone in their parenting choices.
- Gender-Based Undervaluation – 44% of parents feel their efforts are undervalued due to their gender, with 49% of dads reporting this more than mothers (40%).
- Impact on Daily Life – 26% of parents avoid outings due to fear of judgment, with 11% avoiding public places and 16% skipping social events.
- Changing Behaviour Due to Pressure – 28% of parents admitted they have removed a dummy due to external judgment, despite recognizing its benefits.
Key Statistics:
- Dummy Use: 69% of parents use dummies to help their baby sleep, and 42% use them every time.
- Concerns: 23% worry about dental issues, 22% about weaning, and 14% about speech delays.
- Criticism Sources: 36% of criticism comes from strangers, 20% from friends, 18% from parents, and 14% from partners.
- Social Impact: 6% avoid dummies in public due to judgment, while 4% dislike their look.
- Emotional Toll on Parents: 44% feel undervalued as parents, with 49% of dads more affected than 40% of mothers.
Action:
Ashley James led the conversation on major broadcast outlets, sharing personal experiences and expert insights on the scrutiny parents face, particularly regarding dummy use. She provided reassurance to parents by discussing the benefits of soothers, helping to dispel the stigma attached to them. Drawing from research conducted by MAM, she highlighted the emotional and social impact of parental judgment and advocated for greater acceptance of diverse parenting choices.
The campaign incorporated powerful storytelling, positioning #RightToSoothe as a movement encouraging parents to stand by their choices without fear of judgment. Calls to action urged the public to join the conversation on social media and visit MAM’s Instagram (@mambaby_uk) to learn more about the campaign and parental experiences.
Results:
- Extensive Media Coverage: The campaign secured 325 media opportunities, through platforms such as Sky News, BBC Radio, and Podcasts. Key placements included Sky News TV, which introduced the campaign to 3.6 million viewers, and BBC Radio, where discussions on parental judgment featured across national and regional stations.
- Prime-Time Exposure: The campaign appeared on high-profile news segments, ensuring the conversation reached parents at peak listening and viewing times.
- Consistent Messaging Across Platforms: Interviews with Ashley James reinforced the campaign’s message across multiple media outlets, with repeated references to MAM’s research and the #RightToSoothe movement.
- Driving Awareness and Action: By spotlighting the social pressure parents face, the campaign shifted perceptions and encouraged parents to feel confident in their choices.
