You are Life

Campaign Background:

Our world is home to a diverse range of family structures. Some families may consist of a single parent raising a child. RBFY, a Korean cosmetic brand founded by mom influencers, aims to assist mothers who have experienced pregnancy, childbirth, and childcare by addressing their skin concerns. Recently, the brand published a children's book that emphasizes mothers' importance and their role in bringing children into the world. The book effectively conveys the brand's philosophy.

Campaign Idea:

We decided to produce a children's book to promote the importance of life, but the key was to determine what content to contain so that both mothers and children could enjoy the message.

1) The plot for the children's book
We had an idea that if mothers shared a story with their unborn child during pregnancy, it would help convey the message that the child's life and existence are important, despite the complex and challenging process of being pregnant for a year. We also wanted to emphasize that the mother's life, which is born through the same process, is equally valuable. The journey of pregnancy, from morning sickness in the first trimester to enduring sleepiness in the second and third trimesters, and finally the tightening of the stomach, can be seen as an exciting adventure.

2) The children’s book for single-parent families
Many single mothers who raise their children have a difficult time when reading fairy tale books to their kids. This is because these books often feature both mothers and fathers, which can prompt children to ask why they don't have a father. To address this issue, RBFY, a brand for mothers, has created a children's book specifically for single-parent families.

3) Sharing the production process with mothers
During the production process of a children's book, various surveys were conducted to actively reflect the opinions of children who will be reading the book the most. Through this process, the initial plan was to reduce the volume of five books to compact one book for children to concentrate better. Additionally, during the painting process, the brand asked for mothers' opinions through Instagram among two versions of the colored draft. By reflecting the views of both mothers and children, the book was made more interesting for children to focus on. By involving brand-loving fans (mothers) in the creation of the book, the RBFY brand was able to showcase stories that bond with mothers.