Johnson & Johnson: “From The Start”

The Ask

Align and take action on J&J core values surrounding innovation, diversity, and inclusion; position J&J brands as industry leaders in driving conversation and social impact.

The Insight

Research shows that children begin to identify and experience racial bias between the ages of 0-5 years old; by the age of 12, children’s racial biases are formed.* But in a custom survey, only 40% of Scary Mommy followers indicated having conversations with children about race and bias at this formative stage. BDG identified that these parents sought to incorporate social justice and equality into their value system, but lacked the tools to navigate the challenging conversation with their children.

*Source: HealthyChildren.org

The Solution

Scary Mommy and Fatherly partnered with J&J to provide a rich, interactive, and representative program that empowered parents to live their values From the Start. We teamed up with experts and facilitated important conversations between parents and children about urgent topics regarding race and bias, positioning Some Spider and Johnson & Johnson Consumer Health Baby Brands (Johnson’s, Aveeno Baby & Desitin) as industry leaders, creating awareness and supporting social action.

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From The Start Hub

Explore The Hub →

Mommy & Me, And Daddy Too

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The New Reading Rainbow: Great Books About Race, Diversity, and Inclusion

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5 Questions About Kids & Race

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Anti-Bias Games and Activities for Kids

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Getting to Know Your Neighbors

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How Do Young Kids Understand Race and Identity?

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How to Raise an Empathetic Human

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5 Ways Parents of Young Children Can Shape Views on Racism

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The Results

86%

of survey respondents agreed that Johnson’s works to support the health and well-being of all children to help give every child the best start in life. (Source: Nielsen Branded Content Effectiveness Study)

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38K+

total visits to From The Start hub

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108K+

total engagements on custom videos

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2:21

average time spent on custom article content

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+7%

increase in purchase intent for J&J Consumer Health Baby Brands