Parenting is the hardest job in the world, and yet, it comes with no training manual. We’re taught how to drive, how to cook, how to tie our shoes, but when it comes to raising kids, most of us are told to “just figure it out.” That insight inspired Good Inside’s first-ever 360° brand awareness campaign: positioning the parenting platform as a modern classroom for parents, and founder, Dr. Becky Kennedy as a trusted guide. Grounded in real community conversations, the campaign introduces five parent archetypes: The Good Girl, The Cycle Breaker, The Tough Guy, The Happiness Manager, and The Partnership, each reflecting universal modern parenting challenges and their moments of growth. At the center, Dr. Becky stands at the chalkboard reminding parents that instincts aren’t enough; skills can be learned. We positioned Good Inside as a category leader, shifting the dialogue from parenting tactics to parent support. The campaign gave parents something they had long been missing: permission to learn. Because when we know better, we parent better.
Launched across 4 markets: New York, Chicago, Los Angeles, and Denver, the integrated campaign spanned film, digital, OOH, and experiential extensions. In partnership with brand strategist, Corinne Lee, I led creative direction from concept through post-production.
Client: Good Inside
Project: Brand Awareness Campaign
Creative Director & Executive Producer: Laura Teicher
Strategist: Corinne Lee
Director & Editor: Michael Parks Randa
Photographer: Cody Cloud
Shoot Production: Noted Collective
Styling: Lizzy Rosenburg
Hair: Charles McNair
Makeup: Mark Edio
Props & Set: Zac Mitchell
