Anne Geddes and Karicare Toddler Address Unrealistic Standards for Baby Photos

Image by Anne Geddes

Karicare Toddler has partnered with famed baby photographer Anne Geddes for a the “Feed the Real” campaign to address the pressure that parents feel to have their babies be picture-perfect.

Developed in partnership with CHEP Network, the new campaign sees Geddes reimagine her iconic photography style to support parents by demonstrating that real parenting moments are just as perfect as the stylized version often seen on social media.

Rather than imagery of perfectly calm and peaceful children that drove Geddes’ rise to fame, the campaign showcases children at their messy, honest and chaotic best – throwing tantrums, ‘rearranging’ the set and more – all against Anne’s iconic, ethereal style.


The Feed the Real campaign is supported by research that found that 96 percent of Australian parents believe there is pressure on them to be perfect, with social media a key contributor to that pressure, with 78 percent believing social platforms contribute to the pressure they feel, while 61 percent often feel bad after seeing ‘perfect’ images of other families on social media.

“My journey as a baby photographer began before the rapid growth of social media and the ubiquitous sharing of our lives online,” said Geddes.

“Nowadays, I see new parents comparing themselves to the overly perfect and Insta-friendly images and videos that appear in social media. This creates an unhealthy pressure on parents. It almost makes it competitive, and I don’t think that’s right.”


“I’ve created images with Karicare Toddler that aren’t the typical Anne Geddes perfect, but in another way they’re perfect as well! We have captured the real moments we all know, which are just as beautiful. I hope this campaign starts an important movement where we all start to portray a more realistic view of parenting.”

Karicare Toddler’s Head of Marketing, Ximena Ramirez-Arango, added, “Parenting is hard and it’s clear that social media is adding to the pressure we all feel. But parenting is also amazing and rewarding, so at Karicare Toddler, we want to celebrate real parenting with both its highs and lows and help ease some of the pressure that parents are experiencing.

The campaign imagery and content will appear across digital, social, OOH, influencers, PR, in addition to a film featuring Anne on-set that talks to the perfection that we can and should see in the real parenting moments we all experience each day.

“This has been a wonderful opportunity to work with the Karicare Toddler team and an icon like Anne Geddes to help change the way parents think about what they see on social media and how they can make a positive change by simply embracing all the crazy and wonderful moments that parenting brings, rather than worrying about having to present a picture of perfection,” said CHEP Network Executive Creative Director, Justin Ruben.

“If we make a small change to how we present our experience of parenting on these platforms and instead, celebrate the real as being perfect too, we can make a positive impact on parents across the country.”


Client: Danone – Karicare Toddler

Head of Marketing – Core Milks and Kids ANZ: Ximena Ramirez-Arango

Brand Manager – Karicare Toddler: Rachel Wakefield

Creative, Media & PR: CHEP Network

Production Company: Blonde + Co

Photographer: Anne Geddes

Agent: Blonde Artists

Executive Producers: Aida Angotti & Ann Lawlor

Producer: Natalia Loff

Production Assistant: Jessica Holguin

Photo Assistant: Angelos Rompolis

DIT: Mike Webb

Cinematographer: Rhadames Julian

Sound: Matteo Liberatore

BTS Photographer: Ann Lawlor

Wardrobe Stylist: Jen Daniels

Set & Costume Designer: Dawn McGowan

Casting Director: Jym Benzing

Nurse: Mika Petradellis

Location: Blonde Studios, NYC

You can learn more about Karicare Toddler’s Feed the Real campaign and its partnership with Anne Geddes here.


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