As the leading brand for mothers and babies around the world, JOHNSON’S® Baby believes in the value of providing the best care for babies and children at every age and stage through personal care products developed to suit every child’s needs.
Through the years, one of JOHNSON’S® main advocacies has been learning through play. The brand firmly believes in the importance of play to every child’s physical and emotional development. This is why in 2012, JOHNSON’S® launched their legacy campaign Play Days and the Di Lang Laro ang Laro advocacy, together with the Department of Education and NGO Play Pilipinas, to create greater awareness around the benefits of physical play and encourage children to go play outdoors and get away from their “screens” and gadgets. This advocacy went through several iterations in the years that followed, to include Play Days: Play for Real in 2015; Di Lang Laro Ang Laro in 2018 emphasizing joint active play between parents and their kids as a critical part of every child’s holistic development; and “Sa Laro Natututo” in 2019, which empowered parents with home-based activities to push the idea of learning through play. These Play Days campaigns and their narratives are amplified through a strategic mix of on-ground events, social media and editorials.
Says Senior marketing manager, Crismer Tiria: “Our company has always believed in the power of play and the positive impact that physical play brings to a child’s development. Play needs to be better supported at home which is why JOHNSON’S® is working to fully empower our moms with the knowledge, tools, and products to make play significant for their children.”
In 2020, the JOHNSON’S® Batang Bida Campaign was launched to communicate and demonstrate how physical play was still possible despite necessary health restrictions through the practice of proper hygiene. The campaign was made possible through a partnership between Johnson and Johnson Philippines, Inc. and the Department of Health’s (DOH) BIDA Program, which worked with local public healthcare workers to reach out and educate more moms on the importance of proper hygiene for kids.
Reaching 31,600 households and 500 sari-sari stores in NCR and Davao even through quarantine, the Batang Bida house-to-house caravan was a huge success.
Now on its second year, JOHNSON’S® continues to advocate proper hygiene, health, and playful learning by continuing to support the Department of Health’s (DOH) BIDA Health Program, which aims to provide Filipinos access to credible health information. The JOHNSON’S® Batang Bida Caravan promotes the adoption of proactive health habits to keep the family 100% protected through practicing the 3K’s– Kalinisan, Kalusugan at Karunungan (hygiene, health, and knowledge). Here, play is a key element not only in every child’s learning but also in the continued education of the family in the importance of good hygiene habits, good nutrition, and the important role of physical play for growing kids.
The Batang Bida Caravan is on track to reaching 100,000 households in Philippine key cities by the end of 2021, with 56,000 households across four cities reached by the end of August.
To know more about the new JOHNSON’S® Baby products and to get more tips on babies’ and children’s skincare, visit https://johnsonsbaby.com.ph, like JOHNSON’S® Baby PH on Facebook, and follow JOHNSON’S® Instagram account @johnsonsbabyph. To read more on the Department of Health’s BIDA Campaign, visit https://doh.gov.ph/bidasolusyon.
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