Johnson & Johnson: “From The Start”
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.
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.
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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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)
total visits to From The Start hub
total engagements on custom videos
average time spent on custom article content
increase in purchase intent for J&J Consumer Health Baby Brands
Awards & Recognition
Media Plan of the Year: 24 Strategies That Broke Through
M&M Global Awards 2021
WINNER, The Collaboration Award
Campaign US BIG Awards 2021
FINALIST, Best Sponsorship
The Top 100 Branded Content Partnerships of 2021
Named to Top 10 - Overall
How Johnson & Johnson Is Helping Parents Discuss Racism
How BDG's Parent Portfolio Helps Brands Prioritize Purpose
Festival Of Media | North America Awards 2021 Winner
Campaign of The Year, Best Branded Content, Best Campaign Led by Cause, Collaboration Award, & Judge’s Choice