Write a short summary of what happens in the film

The social issue of parent shaming and constant judgement is causing parents to doubt their own instincts. To encourage people to ‘parent fame’ not ‘parent shame’, this film showcases a diverse range of real Australian families and their everyday struggles to remind parents that as long as your baby is happy and healthy, you can feel as comfortable in your skin as your baby’s skin feels in Huggies nappies. The ‘Parent Performance Review’ film shows real parents judging themselves on their parenting styles and skills, showcasing the raw emotion that lies behind the social issue. The film resolves with positive feedback from those who matter most - the parents’ children and partners. By celebrating parents and empowering them to feel comfortable in their abilities and choices, this film aims to help shape a healthier conversation around parenting and alleviate some of the unnecessary pressure families feel to be perfect.

Cultural / Context information for the jury

Parents have always received unsolicited advice from friends and family, but now on top of that, social media has given complete strangers an opportunity to ‘parent shame’. In fact, we discovered that 71% of Australian parents think there is more parental judgement now than in the past and they’re feeling pressure and judgement about everything. To breastfeed or not to breastfeed? Should I return to work or stay at home? Should I really be buying the expensive nappies? The social issue of parent shaming and constant judgement is causing Australian parents to doubt their own instincts, and no brand was reassuring parents in an authentic way. This led to an opportunity for Huggies to ‘parent fame’ - to be the brand that provides comfort and reassurance to parents who are questioning their instincts.