"Modern parenting" is a global initiative by Nestle, which seeks to support parents in raising their children, giving them the opportunity to share their difficulties without being judged and to decide for themselves what is best for their family.

At the beginning of March, the campaign started in Bulgaria, with its ambassadors being the talented journalist and host Petya Dikova and her partner, the poet Ilian Lyubomirov - young parents of two children, going through various challenges while raising them.

The aim of the initiative is to provoke a conversation on the most painful topics related to parenting - the role of the father, social pressure from society, condemning parents, prejudice about nutrition, and everyone can share their own experiences and learn useful information from other parents who are going through the same things.

Petya Dikova, in her most important role in life - as a parent, for the first time participates in an advertising partnership, precisely as an ambassador of the "Modern Parenting" campaign. She accepts the offer, as she stands behind the idea of relieving the tension of giving birth and raising children. Through her prism, she talks about the challenges she and Ilian are going through, the satisfaction at the end of the day and all the efforts that are worth it.

The initiative will be developed in 10 different topics, as Petya and Ilian will share their personal experiences and talk to various specialists who will give advice on mental health, coping with tension and maintaining balance between family partners.

You can follow the "Modern Parenting" campaign on the YouTube channel of Nestle Baby, as well as on the social networks of Petya Dikova and Ilian Lyubomirov.

CLIENT: NESTLE

CAMPAIGN: MODERN PARENTING

CHANNELS: DIGITAL CAMPAIGN, NESTLE BABY WEBSITE, SOCIAL NETWORKS

AGENCY: PR 2 COMMUNICATION AGENCY, HUTS JWT