Parent Puberty

Social Activation | Video | Book | Digital

The Perception Shift

Parents want to protect their children in today’s world, but are nostalgic for the independence their family had when they were growing up. We needed to prove that Life360 provides freedom for both parents and their children by shifting brand perception from a teenager’s “invasive location tracker app” to a teenager’s “keeps my parents from nagging me to make sure I’m safe app”.

Introducing a new medial condition

As kids grow up and start striving for independence, parents get naggy and quickly become the opposite of the parents they thought they’d be, before they became parents. Asking kids where they are all the time, reminding them to drive safe, hovering over their every move…is awkward and gross. So, we created a new medial condition for parents as they went through these changes. We called it Parent Puberty.

The Campaign

Inspired by classic public health materials, our integrated campaign launched with educational content inclusive of a long-form video showing a daughter giving her mother “The Talk” and 15-second mini tutorials. It also includes a 50-page illustrated guide to Parent Puberty called “I Feel Funny” and animated social content describing and diagnosing several symptoms. From odd urges to anxity flashes, unexpected tingles, and worry sweats–this campaign brings awareness to the telltale signs of Parent Puberty.