All Out has recently launched their new brand campaign #StandByToughMoms. This campaign is aimed at standing by ‘tough moms’ who aim at disciplining the child rather than smother them. All Out’s campaign is a brave effort at focusing on such a veiled phenomenon.
The ad film, directed by Bollywood filmmaker Shoojit Sircar, depicts a family dinner. It revolves around the fact that a mother is criticized for punishing her own child for his wrongdoings. The video beautifully captures how tough parenting is looked down upon because of its adverse effect on the child. Don’t we all remember our elders and grandparents saving the day? However, this ad campaign attempts to focus on what happens when parents do not be tough.
Why is this campaign necessary, you ask? Here are a few pointers. Excusing the actions of a child are easy, it’s a child after all, what better would he or she know? But it is up to the parents to correct the child’s behavior. It’s not about forcing your morals and principals upon the child, it’s about raising a good human being. Many a time, children are left scot-free for their actions which are considered inconsequential – teasing a friend, hitting others for fun, imitating elders and their actions.
We all should realize that these are the behaviors that get embedded in them and grow to become ugly – bullying, violence, and even cheating. Of course, there are more factors affecting such behaviors but the first and foremost reason is parenting. In the hustle bustle of daily life, today’s parents are increasingly neglecting to observe their children. This may not seem like a problem right now because the child is busy playing on the phone or iPad and not making a fuss.
We have all been raised by mostly strict parents which is the reason why most of us go easy on our children. We don’t want them to have the same scars as us. However, we need to be tough. Moms need to correct behaviors that might have an adverse effect on the child.
All Out’s campaign aims to support women who are taking this stand. It is not wrong to discipline the child and make them understand right from wrong. That being said, violent ways of handling the child are also not encouraged.
Families need to pay attention to the children, not just their basic needs but their emotional and behavioral needs as well. They are the next generation and we need to raise them to become good human beings before anything else.
Concluding this rant, let’s stand together to support tough parenting aimed at raising children who are happy, helpful and healthy. Although, I don’t know where getting rid of mosquitoes fits into this equation. Let me know if you have the answer.
Have a look at this amazing ad here