Babycare brand WaterWipes is hoping to tackle some of the taboos around the realities of parenthood and disrupt the “perfect parent, perfect baby” traditions of the category.

Marking the Irish brand’s first global campaign, #ThisIsParenthood challenges the myriad adverts parents are used to seeing where everything is “soft focus, rosy cheeks and saccharine sweet,” and instead shows an “honest” and less-than-picture-perfect view of parenting.

“As a brand we have always had a very straight forward approach to everything and a strong focus on honesty and purity,” WaterWipes CMO Cathy Kidd tells Marketing Week.

“This campaign was a manifestation of that; simply being honest about parenthood. At the heart of it is the idea that an awful lot of parents across the world, no matter what culture or ethnicity or gender you’re coming from, there’s an expectation that the second you become a parent you know exactly how to do it. We wanted to break that myth and start some conversations that were more about the reality.”

The campaign, made by creative agency The Brooklyn Brothers, consists of a collection of intimate narratives across 86 parents. It follows the first year of parenthood, covering a range of hard-to-talk-about topics such as bonding, relationships between parents, and the highs and lows of the first few weeks.

These stories were created in response to a global study of more than 13,000 parents that showed over half of parents feel like they’re failing in their first year. They are captured in a 16-minute documentary directed…