TARGET: Millennials ages 30-40, any gender. Middle class. New parents who are still adjusting to child life. Live a constant on-the-go life in NYC, with lots of walking and public transit. They worry that they will have to give up what they love to do now that they’re parents.

KEY MESSAGE: Live your life hands-free.

Many ads that target new parents are rather negative in how they frame the parenting experience. I aimed to create a more comical message for these already-stressed people: you don’t have to give up what you love— just figure out how to do things with a tiny person in tow. The campaign begins by targeting on-the-go parents in NYC with transit ads and tweets inspired by the viral “Overheard in NYC” social media accounts, then ventures nationwide via a native article series detailing the perks of hands-free travel anywhere you want to go.