Recognising that it’s often the little things that matter most in parenting, Vital Baby is also championing a specific campaign for World Kindness Day in November called ‘The Vital Way to Pay it Forward’.

Vital Baby’s Brand Development Manager Hannah Juniper says; “After many months of planning, we are so delighted to finally reveal EmParent, a wonderful all-encompassing campaign designed to support all parents and caregivers in what is likely to be the biggest journey of their lives.  We’ve created a series of activities, linking with experts and influencers, with the sole aim of giving back.”

EmParent expert Anna Mathur comments; “Being a parent can be both the most wonderful and the most anxiety-ridden experience all at the same time, wrapped up into one!  That is why I am thrilled to be one of Vital Baby’s EmParent experts – encouraging conversation, offering support, creating smiles and generally dishing out the virtual hugs – whatever is needed to show parents that they are not alone, and can indeed be there for each other along the way.”

Whilst Paediatric Dietician Lucy Upton adds: “Having worked with parents for over 14 years, and as a relatively new parent myself, I’m delighted to be part of the #emparent campaign with Vital Baby.  Becoming a parent is a transformation like no other, and this campaign not only celebrates this honestly, recognising that parenting is equal measures of messy and magical, but provides pragmatic hands-on support for those common sticking points from feeding to sleep.”

Each activity will be supported by social media content, digital targeting and media campaigns, whilst influencers will champion causes based on their current parenting journey, from breastfeeding to weaning, with real-life real-parent content which shows the good, the bad and the ugly!

As a family-run business, Vital Baby has a long-standing, award-winning range of products designed to nurture, nourish and hydrate, to protect and offer hygiene, and to splash and soothe. EmParent is designed to complement the product ranges and support parents, customers and followers.