Reimagining the Baby Monitor with Empathy and Innovation

What if baby monitors didn’t just listen to babies—but to parents as well? That’s the bold question posed by Gallia (known as Aptamil in international markets) in its latest creative campaign, “MommyPhone”, developed in collaboration with BETC Paris. With this striking idea, the brand doesn’t just launch a new product—it launches a conversation.

In the world of parenting, baby monitors are one of the most iconic symbols of care and vigilance. But Gallia’s campaign flips the narrative, spotlighting an often overlooked truth: new parents need to be heard, too.

Shedding Light on the Postpartum Reality

Becoming a parent is a transformative experience—emotionally, mentally, and physically. Yet, despite the joy it brings, the postpartum period often remains a taboo topic. Gallia’s campaign doesn’t shy away from the truth. Instead, it boldly presents the realities many parents face:

• 9 out of 10 parents report feeling physically, psychologically, or emotionally drained.
• 88% say they experience both happiness and exhaustion during the postpartum phase.
• 97% express a desire for more emotional and psychological support.

These aren’t just numbers—they’re a wake-up call.

Through MommyPhone, Gallia challenges societal norms that center exclusively on newborns while sidelining the well-being of the very people raising them.

MommyPhone: A Symbol with Purpose

At the heart of the campaign is a fictional but symbolic device—a reimagined baby monitor with a twist. Instead of transmitting baby sounds, MommyPhone connects parents directly to professionals in early childhood and mental health.

This conceptual tool acts as a visual metaphor for Gallia’s real-world offering: a 24/7 helpline that provides free, confidential support for parents. The campaign brings this idea to life in a way that is both creative and grounded in real need.

Real Support, Real People

The MommyPhone campaign isn’t just about creative flair; it delivers on real, practical solutions:

• 24/7 Access to parenting experts via phone, email, or live chat
• Free and confidential guidance tailored to each parent’s situation
• Opportunities to speak directly with psychologists and former midwives on designated days

By providing a consistent, empathetic support system, Gallia bridges the gap between marketing and meaningful action.

A Film That Sparks Conversation

The centerpiece of the campaign is a short film featuring real parents—not actors—gathered around a table, sharing candid reflections on the postpartum journey. In an inviting, honest environment, these parents open up about the challenges, emotions, and small victories of new parenthood.

The MommyPhone makes a subtle but powerful appearance, serving as the conduit through which these voices are heard. The film is not only emotionally resonant but also skillfully crafted to break the silence around parenting struggles.

Creative Advertising with Purpose

BETC Paris, the creative agency behind the campaign, masterfully balances emotional storytelling with brand authenticity. Rather than focusing solely on product messaging, they align Gallia’s brand values with a larger social mission: supporting parental well-being.

This is a campaign that goes beyond traditional advertising. It starts with a question, provokes thought, and ends with concrete solutions. It’s a testament to how creative advertising can fuel change—both culturally and practically.

A Campaign That Resonates Across Channels

Launched on French television on March 24th, the campaign extends its reach through social media, online platforms, and parenting communities. Its multi-channel approach ensures that the message resonates widely, engaging both new parents and wider audiences in a conversation that’s long overdue.

Final Thoughts: When Listening Becomes an Act of Care

MommyPhone is more than a clever concept—it’s a symbol of much-needed empathy in the world of parenting. By addressing the silent struggles that come with early parenthood, Gallia and BETC Paris show us that supporting parents is just as vital as caring for babies.

In a world overflowing with baby-first products, this campaign is a reminder: sometimes, the best thing we can do for a child is to simply listen to their parents.

Key Takeaways

• MommyPhone is a symbolic baby monitor that “listens” to parents, launched by Gallia/Aptamil and BETC Paris.
• The campaign addresses the emotional and psychological challenges of the postpartum period.
• Gallia offers a free 24/7 helpline with access to expert support.
• A powerful short film features real parents sharing their postpartum experiences.

The campaign is both emotionally impactful and socially relevant, setting a new benchmark for creative advertising in the parenting space.

This campaign is about:
MommyPhone Campaign, Advertising, BETC Paris Ad Campaign, Postpartum Support for Parents, Baby Monitor, Parenting, Mental health, Childbirth, Emotional Advertising, Babyphone for Parents, Tech Innovation.

Credits
Advertiser: Danone
Brand: Laboratoire Gallia (Aptamil)
Ad Agency: BETC Paris

A Team Without Recognition

The Marshall Islands, a small Pacific island nation, holds the unfortunate distinction of being the only one of the 193 UN member states without an officially recognized national football team. While they have players, a federation, and even a football field, the journey to official recognition has been agonizingly slow. Time, however, is a luxury the Marshall Islands cannot afford. Rising sea levels, driven by climate change, threaten to wipe this nation off the map before their team can play an official match.

Introducing the 2030 #NoHomeJersey

To draw attention to this dual crisis, MISF unveiled the 2030 No-Home Jersey. Designed by Matías Otero, this unique jersey is rich in cultural symbolism. Indigenous elements such as the outrigger canoe, Plumeria flower, and Great White Shark feature prominently. The jersey bears the symbolic number 1.5, representing the critical global temperature rise limit to prevent catastrophic climate impacts. The slogan, “We deserve to thrive,” penned by Marshallese poet Kathy Jetnil-Kijiner, serves as a rallying cry for the nation’s fight against climate change.

A Jersey That Fades Away

What sets this campaign apart is the jersey’s disappearing act. Throughout the marketing campaign, the jersey gradually faded, piece by piece. Initially, subtle changes went unnoticed—a small border disappeared, followed by a larger segment of the fabric. Over time, the jersey became increasingly unrecognizable, mirroring the gradual but devastating loss of the Marshall Islands due to rising sea levels.

Matt Webb, Volunteer Marketing & Commercial Director at MISF, explained the concept: “Instead of releasing a traditional ‘away’ jersey, we wanted to draw attention to the fact that we will have no other option when our home has disappeared. As the ‘no-home’ jersey fades away, we hope to shine a spotlight on the urgent action needed to keep our country on the map.”

Sparking Global Conversations

The campaign quickly gained traction, sparking curiosity and admiration on social media. Followers were drawn to the jersey’s powerful message and the stark reality it represented. Just as the jersey’s gradual disappearance captured attention, it also underscored the urgency of addressing climate change before the Marshall Islands—and countless other vulnerable regions—are lost forever.

A Call to Action

The 2030 No-Home Jersey is more than just a striking piece of sportswear. It’s a wake-up call to the world. Through this campaign, MISF and PlayerLayer remind us that climate change isn’t a distant threat; it’s happening now. Their message is clear: urgent action is needed to preserve the Marshall Islands and ensure that their national football team has a home to represent.

This disappearing jersey is a powerful symbol of resilience, culture, and the fight for survival—a testament to the Marshall Islands’ determination to thrive in the face of immense challenges. It’s time for the world to pay attention and act.

Credits:
Brand: Marshall Islands Soccer Federation
Brand Manager: Matt Webb
Brand: PlayerLayer
Brand Manager: Roderick Bradley
Ad Agency: BETC Paris
Chief Creative Officer: Stephane Xiberras
Executive Creative Director: Olivier Apers
Creative Director: Matthieu Bouilhot
Art Director: Romain Ducos
Copywriter: Nicolas Richard
Motion Designer: Bastien Sabot
Assistant Art Director: Maxence Aubert
Account Director: Adrien Bletton
Jersey Designer: Matias Otero
Producer: Sarah Belhadj
Executive Creative Producer: Guillaume Denecker
Sound Producers: Sophia Conoscente, Adrien Brechaud
Assistant Sound Producer: Estelle Colas

This campaign is about:
Marshall Islands Soccer Federation, Disappearing Jersey Campaign, 2030 No-Home Jersey, Climate Change Awareness, Rising Sea Levels, Football Team Recognition, Marshall Islands Culture, Sustainable Sportswear, Indigenous Symbolism, Climate Action Campaign, Pacific Island Nations, Global Temperature Limit, Kathy Jetnil-Kijiner, Matías Otero Design, PlayerLayer Collaboration, Sea Level Rise Impact, UN Member States Football, Environmental Awareness, Social Media Campaign, Urgent Climate Action

A Voice from Behind Bars

The urgency of press freedom has never been clearer. With the threats to independent journalism on the rise, The Prison Papers makes the impossible possible by giving a voice to journalists confined within prison walls. This special issue focuses on the stories of eight journalists from four different continents, highlighting their struggles and the broader implications for democracy and freedom of expression.

Each article serves as a powerful plea for justice, ranging from direct interviews with imprisoned journalists to profiles of those whose whereabouts remain unknown. The narratives captured in this issue span across regions, from Hong Kong to Cameroon, and Guatemala to India, painting a vivid and often tumultuous picture of the current state of press freedom.

Uncovering the Stories

Over nine months, RSF collaborated with Society’s editorial team to uncover these critical stories, taking immense risks to ensure these journalists could express their truths. This effort underscores a profound commitment to the principle that no matter how many journalists are silenced, the truth can never be locked away.

Olivier Aumard, Executive Creative Director at BETC Paris, emphasizes the significance of this initiative: “This campaign was incredibly important, giving back voices to journalists who had been silenced. Society’s editorial team has dedicated itself to this cause, creating a special issue that symbolizes an unwavering commitment to press freedom.”

The Power of Storytelling

The articles in The Prison Papers delve deep into the experiences of those fighting for the truth. Among the stories featured is an investigation into the fate of Dawit Isaak, an Eritrean-Swedish journalist serving the world’s longest prison sentence for a journalist. Readers will also find insights from José Ruben Zamora Marroquin, a key figure in Guatemala’s media landscape, and a Q&A with Narges Mohammadi, a Nobel Peace Prize winner currently imprisoned in Tehran. Additionally, Maria Ressa, founder of the investigative news site Rappler, shares her thoughts on the precarious state of press freedom in an era dominated by social media.

A Call to Action

As we navigate a critical year for democracy, The Prison Papers serves not only as a reminder of the pressing need for independent journalism but also as a rallying cry to protect the right to be informed. Rebecca Vincent, Director of Campaigns for RSF, states, “With an unprecedented number of journalists behind bars, it is crucial that we find creative ways to keep their stories alive. We hope these narratives will inspire action to secure their releases and put an end to the relentless targeting of journalists.”

Conclusion

The Prison Papers is more than just a magazine; it’s a beacon of hope for those fighting for the truth in oppressive environments. The campaign highlights the critical role of independent journalism in countering disinformation and corruption. As we engage with these powerful stories, let us remember: you can jail the journalist, but you can never jail the truth. By supporting press freedom, we not only stand up for those who have been silenced but also safeguard our own right to know.

Join the movement to protect press freedom and amplify the voices of those who refuse to be silenced. Together, we can ensure that the truth continues to prevail.

Credits
Client: Rsf (Reporters Without Borders)
Agency: BETC Paris
Presidents Betc: Bertille Toledano & Stéphane Xiberras
Deputy Managing Director: Hugo Ghiglia
Executive Creative Director: Olivier Aumard
Copywriter: Olivier Mille
Art Directors: Aurélie Scalabre & Morgane Alexandre
Account Team: Mathieu Laugier, Sherelle Ramire & Simon Leroy
Editorial Team At Society: Franck Annese, Stephane Régy, Emmanuelle Andreani & Thomas Pitrel
Production Company: Gum

This campaign is about:
Reporters Without Borders, Journalists Behind Bars, Independent Journalism, Freedom Of Expression, Media Censorship, Support Press Freedom, Global Press Freedom Threats, Journalism, The Prison Papers Magazine, Press Freedom, Press Freedom Campaign, Imprisoned Journalists Stories, Advocacy For Press Freedom, Awareness Campaign

Fatphobia: How severe is it?
In France, almost half of the adult population is considered overweight or obese. 47.3% of French adult people are overweight or obese and 17% are considered obese. Despite how widespread the affliction is, people suffering from obesity face hostility and discrimination. Whether it happens in public, at school, in the workplace, in the medical world, in the media, within their families, or even on social media. Fatphobia becomes another issue that people suffering from obesity have to deal with.

These figures demonstrate that discrimination towards larger bodies is constant and commonplace. 23% of people suffering from obesity and 41% of people suffering from severe obesity are victims of discrimination.

Fatphobia: The weight of the words
Mercedes Erra, President & Founder of BETC Group, says: “Fighting fatphobia is as much an ethical challenge than a public health one. At the same time, that society is becoming more inclusive, fatphobia lingers. It is becoming a violent phenomenon that doesn’t seem to decrease. Our agency is proud to support this cause that follows our strong commitment towards fighting against all discriminations.”

The effects of fatphobia are multiple: loss of self-esteem, increased risk of depression, social isolation, youth deschooling, increased risk of eating disorders, avoidance of medical treatments, late treatment for severe diseases. Fatphobia – especially within the medical world – can be an obstacle when treating people suffering from obesity, which is detrimental as obesity is a chronic disease that can be treated.

BETC Paris has conceived for the French Obese National Associations Collective an Ad campaign that aims to raise awareness around this type of widespread and commonplace discrimination. The creative idea calls out what is the most painful for people suffering from obesity: the weight of words, the stares from others, that can cause invisible yet durable wounds, as damaging as the disease itself. With the line “The heaviest thing I carry is the weight of your words”, the campaign challenges our collective responsibility in the rejection and isolation of people suffering from obesity and calls for a change of behaviour.

Words getting more powerful through clever use of graphic design
The campaign comes to life with the help of three incredible models, shot by Pascal Boudet. The three visuals show bodies, faces, and words of those that society often leaves out of the frame. The ad campaign reinstates the right to everybody to have a place in the public space and calls out for more general kindness.

Anne-Sophie Joly, President of the Obese National Associations Collective, adds: “This campaign is instrumental to help change the mind of the people over this disease that gets stigmatised and is not fully recognised as such in France and which represents a major health issue globally.”

Credits
Brand: Collectif National des Associations d’Obeses (CNAO)
Ad Agency: BETC PARIS
Photographer: Pascal Boudet
Production Company: General Pop

This campaign is about:
Obesity, Fatphobia, Awareness Campaign, Print Campaign, Print Ad, CNAO, BETC Paris, World Obesity Day, Health, French Obese National Associations Collective

The Power of Midjourney:
Since its inception in 2022, Midjourney’s AI has revolutionized the way we interact with images. Through the use of prompts, users can command the AI to generate visual content within seconds. It’s a remarkable tool that brings our imaginations to life through vivid imagery. However, amidst all the prompts and possibilities, one word stands out as an exception, creating an unexpected and undesirable outcome: “banlieue.”

For instance, if you enter the prompt “/imagine a wedding in France,” Midjourney conjures up a beautiful scene of a joyful wedding day, complete with a happy couple bathed in sunlight. Yet, by simply adding “the banlieue” to the prompt – “/imagine a wedding in the banlieue in France” – the result is starkly different, portraying two sad figures in a dilapidated environment.

This issue isn’t confined to just one scenario. Whether you request “/imagine three young people in France” or “/imagine a bustling marketplace in France,” the AI’s response is strikingly negative and biased when “banlieue” is incorporated. The implications of such a stark contrast in visual representation are significant and cannot be ignored.

Heetch’s Response to the Bias:
Recognizing the inherent biases within the AI tool’s response to the term “banlieue,” Heetch, in collaboration with their advertising agency BETC Paris, has taken a proactive stance. Renaud Berthe, Chief Marketing Officer at Heetch, emphasizes the importance of addressing these biases and stereotypes. The media discourse surrounding AI and its impacts on society has grown, and it’s crucial to rectify these unfortunate stereotypes perpetuated by AI systems.

Berthe states that Heetch’s commitment to the banlieue is paramount, and they aimed to make a difference by supplying corrective data to Midjourney. This data involves thousands of images depicting the real banlieue, offering a more balanced representation. The challenge was how to present this corrective data to Midjourney’s AI experts in San Francisco, individuals who might be unaware of Heetch and the biases within their tool.

Olivier Aumard, Executive Creative Director at BETC Paris, reveals an unconventional approach that Heetch and their agency took to address this issue. Surprisingly, Midjourney comprises only 11 employees. To ensure that they couldn’t ignore Heetch’s message, they decided to turn thousands of pictures from the corrective data into individual postcards, which they scattered throughout the banlieue.

The Postcard Campaign:
Each postcard features a preprinted address box, a QR code linking to the corrective image database, an explanatory note addressed to the employees at Midjourney, and a crucial blank space where every banlieue resident can add a personal message that might persuade Midjourney to take action. These postcards, with their varied designs, are distributed in various locations throughout the banlieue, including bakeries, laundromats, football fields, sandwich shops, barbershops, bars, cafes, restaurants, and even in Heetch ride-hail cars.

The campaign began on November 6, marking an unconventional and grassroots approach that Heetch has chosen to combat misconceptions about the banlieue. It is an inspiring initiative aimed at encouraging dialogue, awareness, and positive change.

Conclusion:
Heetch’s “Greetings From La Banlieue” campaign is a remarkable example of a company taking proactive steps to address biases in AI and stereotypes perpetuated by generative models. By supplying corrective data and involving the residents of the banlieue in the process, Heetch has created an opportunity for a more balanced representation of these neighborhoods in AI-generated content.

This unconventional approach, through the distribution of postcards, is a powerful way to connect with the local community, involve them in the cause, and send a clear message to the creators of AI systems like Midjourney. It highlights the importance of addressing biases in AI and striving for a more inclusive and equitable digital landscape. Heetch’s initiative demonstrates their long-standing commitment to battling misconceptions about the banlieue and their dedication to fostering a more diverse and fair representation of this vibrant community.

Credits
Campaign: Greetings From La Banlieue
Brand: Heetch
Brand Managers: Renaud Berthe, Hector Gruyer, Benjamin Sousa
Ad Agency: BETC Paris
Agency Managers: Mathieu Laugier, Aude Devaux, Lara Lefort
Chief Creative Officer: Stephane Xiberras
Executive Creative Director: Olivier Aumard
Copywriters: Sebastien Duhaud, Matthieu Bouilhot
Art Director: Charles Dessaux
Traffic Manager: Nathalie Sanseigne
Creative Producer: Sebastien Lintingre
Production Company: Sovage
Director: Julian Nodolwsky
Sound Company: Sovage
Music Composer: Kamel Souiki
Photographer: Vincent Migrenne

This advertising campaign is about:
Heetch, Ride-sharing in Paris, La Banlieue, Suburbs of Paris, Mid journey AI, Biases in AI, Corrective data, Postcard campaign, stereotypes, Inclusivity in technology, Community involvement, AI-generated imagery, Creative marketing approach, Public awareness, Positive change

In a world where visual representation matters more than ever, the portrayal of corporate offices on stock image websites has long been overdue for a change. Morning, in collaboration with the ad agency BETC Paris, has undertaken a groundbreaking initiative to challenge the status quo. Introducing the “Alternative Stock Images” campaign, Morning has set out to revolutionize the way we perceive corporate office spaces.

The Problem:
Stock images of corporate offices have often depicted a dreary and uninspiring environment, filled with clichés and stereotypes. These images typically feature old white males in the foreground, with women relegated to the background, and uninspiring office designs featuring dull carpets and soulless open spaces. This visual representation not only misrepresents the diversity of modern workplaces but also perpetuates outdated norms.

The Solution:
In an effort to address this issue, Morning and BETC Paris embarked on a mission to reimagine corporate office imagery. They began by identifying the most frequently searched office life images on popular stock image websites. The findings were unsurprising: an overabundance of stereotypical representations.

Morning’s Approach:
Morning’s response to this issue was both bold and innovative. They chose to reshoot these stock images, but with a significant twist. Instead of using conventional models and mundane office locations, they opted to capture the essence of modern workplaces by using their own employees as models. The result? A fresh and authentic perspective on office life that challenges stereotypes and showcases a more inclusive, informal, and enjoyable work environment.

Key Features of the “Alternative Stock Images” Campaign:

Inclusivity: Morning’s approach ensures that the representation of office life is more diverse, breaking away from the old white male-dominated visuals that have prevailed for too long.

Authenticity: By using real employees as models, Morning’s images depict genuine emotions, interactions, and workspaces, conveying a truer reflection of modern corporate life.

Diversity in Office Design: The campaign also aims to revamp the perception of office design, moving away from the clichéd and uninspiring settings often seen in stock images.

Fun and Approachability: The images exude a sense of fun and approachability, creating a more welcoming and relatable image of corporate workplaces.

Conclusion:
Morning’s “Alternative Stock Images” campaign, in collaboration with BETC Paris, is a game-changer in the world of stock imagery. By challenging stereotypes and offering a more inclusive and authentic representation of corporate offices, they are paving the way for a much-needed shift in how we view and portray workplaces. These images are not just a breath of fresh air; they are a step toward a more inclusive and representative future for corporate visuals.

Credits
Campaign: Alternative Stock Images
Brand: morning
Brand Managers: Agathe Fouache, Helene Fernandez, Timothee Orlhac
Ad Agency: BETC Paris
Agency Managers: Mathieu Laugier, Nathanaelle Enjalbert, Kenza Mehloub
President & Chief Creative Officer: Stephane Xiberras
Executive Creative Director: Olivier Aumard
Copywriter: Sebastien Duhaud
Art Director: Charles Dessaux
Assistant Art Director: Patrick Tkaczyk
Strategic Planner: Claire Bayet
Creative Resource Manager: Nathalie Sanseigne
Art Buyer: Thelma Fremont
Production Company: ALLSO
Photographer: Frankie&Nikkie

This campaign is about:
Office stock images, Corporate visuals, Diversity in office, Inclusive workplace, Authentic office photos, BETC Paris collaboration, Morning’s campaign, Modern office spaces, Reimaging work environments, Breaking stereotypes, Employee models, Innovative photography, Workplace diversity, Authentic office life, Revamping stock images