Raising Children Network has launched a national brand awareness campaign reminding Australian parents that while children don’t come with an instruction manual, raisingchildren.net.au is the next best thing. The campaign was developed by Think HQ following a competitive pitch against two other agencies.
Developed by positive change agency Think HQ, the national campaign positions the not-for-profit’s comprehensive website as Australia’s leading destination for free, evidence-based parenting information, supporting families from pregnancy through to age 18.
The creative taps into a universal parenting truth: every parent has wished their child came with a guide. A series of short-form videos brings this idea to life, showing parents discovering a personalised ‘manual’ for their child – a metaphor for the trusted, expert advice available through Raising Children Network.
The campaign comes in response to growing concern among parents about conflicting and unreliable advice online. With social media often amplifying information overload, the work aims to cut through the noise and reconnect parents with evidence-based guidance they can trust.
Raising Children Network Director Derek McCormack said the campaign addresses a critical challenge in the parenting information landscape.
“Parents are under pressure and often searching for quick answers, but the volume of advice online can be overwhelming,” McCormack said. “When it comes to children’s health and wellbeing, information from social media or AI can be misleading or simply wrong. This campaign is a reminder that trustworthy, free support is just a click away.”
Think HQ Creative Director Wellison D’Assuncao added that the work was designed to acknowledge the uncertainty parents feel, without judgement.
“Every parent has had that moment of ‘I have no idea what I’m doing,’” D’Assuncao said. “We wanted to meet parents there – not with another social media opinion, but with reassurance and guidance grounded in real expertise.”
Benedictus Media Managing Director Danielle St George said, “This is exactly the kind of work we exist to amplify – an organisation making a genuine difference in people’s lives. The media strategy focuses on reaching parents in the moments that matter, across the platforms they already turn to for advice.”
The campaign launches on 9 February 2026 and will run through June, with three bursts across YouTube, Prime Video, 9Now, Meta, and podcast platforms Mamamia and Acast.
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