VIDEO: OMO celebrates progressive families
JOBURG – OMO re-imagines parenthood and celebrates progressive families.
Laundry detergent brand, OMO, has launched a digital film that celebrates all parental figures who take an active role in parenting duties – reminiscent of the old African adage, ‘it takes a village to raise a child’.
Henry Muchauraya, marketing manager for laundry at Unilever, said that the brand does not look at modern parenting through the ‘mother and father’ lens but recognises the fluid make-up of modern families.
“We understand that the individuals who support parents in the raising of children are the unsung heroes of our everyday life,” said Muchauraya.
The campaign honours the gogos, uncles, same-sex families, aunts and other important family members acting as parental figures and playing an active role in children’s lives.
“We truly believe in the values of uBuntu, community and depicting progressive norms of all families,” added Muchauraya.
The film shows the brand’s belief that families grow healthier and stronger through various shared experiences, collective child-led activities and the celebration of parental figures who play an active role in the progressive parenting of a child.
Watch the video below:
