Cannes Lions

Aveeno Baby #EczemaEquality

DONER, Southfield / JOHNSON & JOHNSON / 2022

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Overview

Entries

Credits

Overview

Background

Aveeno Baby is the leading therapeutic baby skincare brand that has pioneered the science to unlock the healing and soothing power of oats. Aveeno Baby’s Brand Ambition is to help every baby feel comfortable in their skin – a commitment to all babies and their parents to help soothe sensitive skin conditions.

Atopic dermatitis (eczema) is experienced by up to 20% of babies, causing discomfort for them and anxiety for parents who want to do all they can to keep their babies comfortable and content. Aveeno Baby is the healing and soothing relief that most families count on.

Idea

The creative idea in this case was simple and necessary. Find as many BIPOC babies with doctor-verified eczema as we could, and simply take pictures of their skin. Eczema looks different on every skin tone. And can show up anywhere on the body. We took pictures of babies’ hands, elbows, feet, backs, bellies, butt cheeks and chubby cheeks. Lots of babies. And lots of pictures that were then optimized with all the keywords parents and caregivers were using when they searched online. Each family was interviewed. They all shared their struggles to help their child. And through their tears they knew their babies would be part of a much-needed solution to bring equality to search and provide a resource for parents so every baby could be comfortable in their skin.

Strategy

Aveeno Baby’s Brand Ambition is to help every baby feel comfortable in their skin. When the problems encountered by parents of color were brought to the brand’s attention, we knew that as the leader in therapeutic skincare for babies, we needed to disrupt the inequity and lead the change. Driven by our mantra of “Leaders Gotta Lead,” Aveeno Baby created the Eczema Equality project to make sure families of all skin tones have access to information and guidance they need to help their babies feel comfortable and parents rest easy.

The goal of Eczema Equality is not only to offset the imbalance of representation, but to evolve into visual resources for eczema on all skin tones, whether that is online, in print at a doctor’s office or in-store at shelf. Launching Eczema Equality is only the beginning of bridging the gap in BIPOC eczema representation for parents and healthcare providers.

Execution

Aveeno Baby set out to launch Eczema Equality in October 2021 in support of Eczema Awareness Month. We had 4 weeks to shoot, edit and produce all digital assets. Over the course of 2 days, we captured over 1,800 images of eczema on BIPOC babies with the goal of impacting search results and providing visual resources for parents. But we also wanted to capture a larger narrative — documenting the experiences and challenges of BIPOC parents in identifying, diagnosing and soothing their child’s eczema. This shoot encompassed a sense of community and support toward one mission – ensuring that every baby can feel comfortable in their skin.

Eczema Equality launched as a digital campaign with website landing page, social media, video and PR.

Outcome

N/A

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