Mamas & Papas wins Stonewall Award for advert featuring same sex couples
The retailer was presented with the award at a ceremony held at the Victoria and Albert Museum last night which was held in celebration of the individuals and organisations that make a positive contribution to the lives of Britain’s 3.7 million gay people.
The Mamas & Papas ‘How We Roll’ advertising campaign featured parents from all walks of life, including same sex and single parents. This was the first time a major national nursery brand had turned away from traditional parent stereotypes and embraced a new approach.
Olivia Robinson, creative director and youngest daughter of the Mamas & Papas owning Scacchetti family explained: “We put parenting at the heart of everything we do at Mamas & Papas and, as a parent myself, I wanted a campaign that reflected and celebrated the diversity of the modern family today. Our ‘How We Roll’ campaign is a reflection of how we believe attitudes have changed for the better.”
Launched in October 2012, the campaign ran across outdoor print poster sites, in print in magazines and at events such as The Baby Show, as well online and in all 64 Mamas & Papas shops in the UK. In addition, the retailer commissioned a survey into changing attitudes towards modern parenting which resulted in The Guardian running a major piece praising the campaign.
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