Nestlé | Parent Health & Wellness Initiative

Nestlé | The Parenting Index

Global Health & Wellness Initiative

Overview

Helping new parents feel less alone.

The Parenting Index was an unbranded global initiative sponsored by Nestlé to better understand the realities facing young parents today — from pressure and judgment to loneliness, social media, support systems, and the emotional weight of early parenthood.

Working with Ogilvy Health & Wellness in London, we helped turn a global research report into a parent-facing digital experience: a clear findings story, an editorial platform, and a series of films built around the voices of parents from around the world.

Outcome

Translated a global parenting research initiative into a public-facing support platform — combining findings, editorial storytelling, parent voices, and film content to help new parents feel seen, understood, and less alone.

Industry

Health & wellness, parenting & family support, social Impact

Collaborator

Ogilvy Health & Wellness

Scope

  • Content Strategy
  • UX Strategy
  • Campaign Storytelling
  • Editorial Development
  • Copywriting
  • Video Content Support

Overview

Helping new parents feel less alone.

The Parenting Index was an unbranded global initiative sponsored by Nestlé to better understand the realities facing young parents today — from pressure and judgment to loneliness, social media, support systems, and the emotional weight of early parenthood.

Working with Ogilvy Health & Wellness in London, we helped turn a global research report into a parent-facing digital experience: a clear findings story, an editorial platform, and a series of films built around the voices of parents from around the world.

Outcome

Translated a global parenting research initiative into a public-facing support platform — combining findings, editorial storytelling, parent voices, and film content to help new parents feel seen, understood, and less alone.

Industry

Health & wellness, parenting & family support, social Impact

Collaborator

Ogilvy Health & Wellness

Scope

  • Content Strategy
  • UX Strategy
  • Campaign Storytelling
  • Editorial Development
  • Copywriting
  • Video Content Support

Background

A global parenting study, made human.

The Parenting Index was created to measure the “ease of parenting” around the world and track how the experience changes over time.

The research identified eight universal factors affecting parents today: absence of pressure, financial resilience, supports for working life, easy baby, health and wellbeing resources, supportive environment, shared parenting, and parenting confidence.

But the public experience needed to do more than present the data. It needed to help parents recognize themselves in the findings — and feel a little less alone in what they were going through.

The Challenge

Research is useful. Recognition makes it matter.

The Parenting Index was based on a large global study, but the subject was deeply personal.

New parents were navigating pressure from family, culture, social media, work, financial stress, health decisions, and their own expectations of what “good parenting” should look like.

The challenge was to translate the research into a digital experience that felt accessible, empathetic, and useful — without becoming overly clinical, overly branded, or overly sentimental.

The Strategic Shift

From parenting data to parent support.

The work shifted The Parenting Index from a research initiative into a support experience.

Instead of leading only with charts and methodology, the site connected the findings to the everyday emotional reality of parenting: feeling judged, feeling isolated, feeling guilty, feeling overwhelmed, and trying to make the right decisions under pressure.

The platform gave parents a way to see the bigger picture — and to understand that many of the pressures they were feeling were not personal failures, but shared realities.

What We Did

Helping new parents feel seen, supported, and less alone.

Turned research into a parent-facing story

We helped translate a complex global study into a clearer digital experience organized around the eight factors that shape the ease of parenting today. The work made the findings easier to understand, navigate, and connect to real life.

Built an editorial layer around parent pressure

The “Parents Under Pressure” section unpacked the biggest pain point identified by the research: pressure. We shaped that story around five recognizable parenting realities — unsolicited advice, loneliness, social media shaming, self-criticism, and unexpected challenges.

Made the experience feel human, not clinical

The platform paired research-backed insights with essay-style content, illustrated moments, parent quotes, and relatable scenarios. This helped the work feel more like support than a report.

Connected parents through shared stories

Films featuring parents from different countries gave the campaign a stronger emotional center. Their stories helped show that while parenting looks different around the world, many of the pressures are shared.

Positioned Nestlé as a supportive voice

Because the initiative was sponsored by Nestlé but not product-led, the tone needed to feel useful, empathetic, and restrained. The work helped Nestlé contribute to the parent wellbeing conversation without making the experience feel promotional.

The Takeaway

Parents don’t just need more information. They need to feel understood.

The Parenting Index turned a global research study into a more human support experience — helping new parents recognize the pressures shaping their lives, hear from others navigating the same challenges, and feel less alone in the first stages of parenthood.

Let’s talk about a lighter way to launch.

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