Aldi Launches Perinatal Mental Health Awareness Campaign on Baby Wipes Packaging
Aldi has launched an initiative to raise awareness about perinatal mental health, revealing that three-quarters of parents (76%) have faced mental health struggles during or after pregnancy. The supermarket chain, currently involved in a legal dispute with Mondelēz International over trademark infringement, has partnered with PANDAS Foundation to print mental health messaging on its baby wipes packaging.
Kate Lawler, a TV presenter and podcast host, has shared her personal experience with mental health struggles as a new mother, supporting Aldi's initiative. The research, conducted by Aldi, found that while 89% of respondents were familiar with perinatal mental health, 65% felt they could benefit from further guidance or education. Despite the prevalence of mental health issues, only 17% of struggling parents accessed specialist support, and just 7% contacted a helpline or charity.
Aldi's chief commercial officer, Julie Ashfield, stated that mental health struggles in parenthood are more common than realised and not always easy to talk about. The baby wipes packaging will now list common signs of mental illness in new parents and signpost PANDAS' free helpline and support services. Aldi and PANDAS Foundation aim to start conversations about mental health and help consumers feel less alone.
Aldi's initiative, in collaboration with PANDAS Foundation, seeks to destigmatise perinatal mental health and provide support to struggling parents. While the supermarket faces legal challenges from Mondelēz International, it remains committed to promoting mental health awareness and ensuring no one feels alone in their struggles.
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