Be Prepared-ish

About this mission

The honest truth is that no parent is truly prepared to be a parent. No one is truly prepared for an airplane diaper blowout while the seatbelt sign is on. No one is truly prepared for hours and hours spent searching the words ‘teething’ or ‘sleep regression’. No one is truly prepared for the myriad of important decisions like ‘cloth or disposable’ that will ultimately determine the success, happiness and earning potential of their baby. But, you can be prepared-ish and Babies “R” Us can help.

We want to see your Be Prepared-ish moments. This can be those moments you weren’t prepared for - those honest, real, family moments every parent encounters. It can also be images showing how you aim to stay prepared as a parent, (with Babies”R”Us if relevant) or how your kids challenge you even when you feel the most prepared. The tone of this campaign is humorous, honest, real, and unfiltered we want the images to reflect that. We do not want content that feels aspirational or curated.

Creative guidelines:
We would love to see more pre-natal/pregnancy depictions as well as parents prepping for baby. Would love to see their “I wasn’t prepared for…” moments too!
Photos should not look staged, try to capture the moments.
Photography should be natural, authentic, genuine, candid & un-staged.
Shot in real-life settings, from different viewpoints & angles.
Diversity is strongly encouraged.
You don’t need to include our toys or baby products in your photos, but if you do that is even better!
Products featured should be sold at Babies”R”Us, if similar products are sold
Try to tell a story with your photo! We want to be able to see a whole scenario behind each photo!
Always keep in mind that the photos need to be taken in a safe environment!
→ IMPORTANT
If your photos show faces, you need a model release. Send your release to modelrelease@foap.com.
Get a model release form and read more about model releases on blog.foap.com

Example photos by @sherida03 and @coribermudez