A tale of one audience – with many voices.
You may have read how Johnson & Johnson recently pulled its multimedia campaign for Motrin, based on the vitroilic backlash of blogging moms across America. For those of you who missed the campaign, which ran on TV, in print and online (see video below), it focused on the pain associated with “baby wearing” and said that the pain of carrying a baby in a sling or similar device was enough to make moms look “tired and crazy.”
Here’s the Motrin video:
Now, there may well be a bunch of moms out there who legitimately feel this way. Judging by the overwhelming negative reaction towards the campaign, however, the moms that feel otherwise would seem to far outnumber them — or at least they’ve got a much louder voice. Witness this protest video that juxtaposes peaceful baby wearing pictures with Twitter postings (Tweets) from angry moms everywhere.