Lockdown hasn’t been easy for many people, whether you’re learning to work from home, school from home or simply just navigate this strange new world. But for new parents, experiencing one of the biggest changes to their lives during a global pandemic can be both isolating and frightening if you don’t know where to turn.
 
With this in mind Waterwipes, working with Golin and The Brooklyn Brothers have launched ‘The Early Days Club’, a virtual initiative for new parents during lockdown. It aims to help parents cope with the challenges of welcoming a baby into a world of physical, if not social media, distancing.
 
Building on the brand’s ‘#thisisparenthood’ campaign, a virtual platform will offer expert advice while Zoom sessions will see a live panel of experts and influencers engage with new parents. The platform gives parents access to healthcare professionals as well as a peer-to-peer network, to offer both reassurance but also an essential moment of social interaction.  
 
‘The Early Days Club’ has been designed to inspire self-belief in new parents by offering them the much-needed emotional support that many might be lacking, as lockdown prevents face to face access to healthcare professionals, babygroups or close family and friends.
 
Jamie Caul, WaterWipes’ Marketing Manager UKI, explained: “As a brand created for parents, by parents, we know that it’s easy to be lacking self-belief at the moment. We wanted to respond to that through action.”
 
With ‘#thisisparenthood’, Waterwipes set out to empower parents by celebrating the honest reality of parenting. ‘The Early Days Club’ carries that message forwards but contextualises it within the current global situation, providing new parents with a place to go to find community, expert advice but, perhaps most importantly at the moment, a vital point of connection.