Bobbie’s brand activism
Bobbie’s latest effort drops as the pronatalist movement, backed by the current presidential administration, picks up steam. With its typical cheeky sense of humor, Bobbie has used its social channels to call for a “National Medal of Fatherhood,” to recognize dads’ roles in parenting and to counter the proposed “National Medal of Motherhood.”
The company also continues its activism against that same backdrop, calling the Trump administration’s potential $5,000 payout to moms “insulting.”
“What needs to change if they want to make America a better place to have babies is passing paid leave, making child care more affordable, creating a society that genuinely supports motherhood,” Chappell said. “We will continue to push for those policies.”
The idea for the new Times Square campaign came from Bobbie’s social media lead, Angela Hanks, who recently gave birth to her second child. It appealed to the leadership team because it centered on real consumers, giving Bobbie a way to recognize and engage its community.
