Identifying Mum and Child Playing Stories

Inspiring brand communication

​THE CHALLENGE
Collecting "Mum and Child Playing" stories to inspire the next wave of brand communication for an international snack brand

THE OUTCOME
Twenty on (21) "Mum and Child Playing" stories with an analysis of Chinese way of parenting 

THE METHODOLOGY
Ethnography, Desk research 

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China's one-child-policy from 1979 to 2015 crafts a unique child-oriented culture. When a newborn arrives, a 6-person team (four grandparents and two parents) is assembled to take care of the only one. The Grandparents are nannies, mom is the Chief Executive Officer, and dad is the Chief Entertaining Officer.

The project team was trusted to identify "Mum and Chid Playing" moments and stories. The team visited six families and interviewed the mothers. They shared that guided playing time often develops and enhances their child's physical, intellectual, and social skills. Seven "Mum and Child Playing" moments were identified, and 21 related stories were portrayed. The team also explored the role of snacks, biscuit in particular, in these family moments. Six client's product moments were identified and portrayed. Two possible new moments were proposed. Our client, an international snack brand, utilized these materials in their next wave of brand communication. 
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