The harrowing sight of a newborn’s carer struggling to cope with the demands of early parenthood is played out in a confronting new Gidget Foundation Australia campaign, developed by Ogilvy ANZ. The campaign aims to remind the broader community that newborn parents need as much tender care as their babies, in what can be an overwhelming time of change for many.  The campaign positions Gidget as a leading point of emotional support and mental health care for expectant and new parents.