Johnson & Johnson: From the Start: A Parent's Guide to Talking About Racial Bias

Johnson & Johnson, a baby healthcare brand, launched a campaign in the US to raise awareness by educating parents on the impact of racial bias to young children and grow brand affinity.

Campaign details

Brand: Johnson & Johnson Consumer Health's Baby Brands (Johnson's, Aveeno Baby, & Desitin)Brand owner: Johnson & JohnsonAgency: IPG Mediabrands / UM / J3Market: U.S.

Executive summary

From the Start: A Parent's Guide to Talking About Racial Bias

Campaign Date: 12/1/2020 – 3/31/2021

The Challenge: Reduce racial bias by helping shape upcoming generations.

The Insight: A baby's brain notices race-based differences as early as six months, and may internalize bias by the age of two.

The Strategic Idea/Build:

Provide resources to help parents actively engage with their kids about race...

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