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If Your Parenting Isn't Perfect, You're Doing It Right, Says New Campaign

The Short of It

Have you ever sniffed a dirty shirt to see if it was okay for your kid to wear again? Have you locked yourself in the bathroom, so you could have a few minutes to read in peace? You're not alone—and you're not messing up. A new campaign from baby food company Plum Organics says, "If it feels like parenting isn't always perfect, you're doing it right."

The Lowdown

On social media, we often see the picture-perfect aspects of being a parent: Idyllic shots of family vacations and pretty shots of everyone getting along, wearing unstained (actually matching) clothes in perfectly stylish (and clutter-free!) homes. But you know as well as I do that parenting isn't so pretty all the time.

"The truth is that 99 percent of what parents are experiencing in their everyday lives is not reflected in the media, ads or their social media communications," says Plum Organics co-founder and CEO Neil Grimmer. "We believe that there's too much pressure on parents to be perfect."

So the leading baby food brand created the "Parenting Unfiltered" campaign, using print ads and a hilarious video depicting parents sniffing a diaper to see if it's dirty, pumping breast milk at the office, flushing a dead fish down the toilet and more.

Parents are encouraged to share their own imperfect parenting moments using the hashtag #ParentingUnfiltered, and true, imperfect parenting stories are on the campaign's site The site also includes short-cut-type tips and tricks that range from serving breakfast for dinner on rushed nights to saying it's okay to wipe your baby with a baby wipe to put off his bath until the next day.

The Upshot

It's good to see a media campaign that isn't about what parenting should be like but rather what it is like. I'm feeling a little better about feeding my toddler fish crackers for breakfast and letting my older son watch TV while I work because he's off school today. What's perfection anyway?

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