Raising Children Network has launched a national campaign via Think HQ to position its website as Australia’s trusted parenting guide. With short-form videos highlighting the wish for a child’s manual, the campaign reassures parents overwhelmed by online advice, offering evidence-based support from pregnancy to age 18.
Children may not come with an instruction manual, but Raising Children Network wants parents to know that the next best thing is just a click away. On 9 February 2026, the not-for-profit organisation unveiled a national brand awareness campaign developed by Think HQ, designed to remind Australian families that raisingchildren.net.au is the country’s leading destination for free, evidence-based parenting information.
The campaign, titled “the guide you never got,” taps into a universal parenting truth: every parent has wished their child came with a personalised manual. Through a series of short-form videos, the creative brings this idea to life, showing parents discovering a tailored guide for their child—a metaphor for the trusted, expert advice available through Raising Children Network.
The work arrives at a critical moment. Parents are increasingly turning to the internet for quick answers, but the sheer volume of conflicting advice online has become overwhelming. Social media, while offering community and connection, often amplifies misinformation and opinion-based guidance. In this environment, Raising Children Network’s campaign seeks to cut through the noise and reconnect families with reliable, evidence-based resources.
Raising Children Network Director Derek McCormack underscored the urgency of the initiative. “Parents are under pressure and often searching for quick answers, but the volume of advice online can be overwhelming,” he said. “When it comes to children’s health and wellbeing, information from social media or AI can be misleading or simply wrong. This campaign is a reminder that trustworthy, free support is just a click away.”
Think HQ, the positive change agency behind the campaign, won the assignment following a competitive pitch against two other agencies. For Creative Director Wellison D’Assuncao, the work was about meeting parents in moments of uncertainty without judgement. “Every parent has had that moment of ‘I have no idea what I’m doing,’” he explained. “We wanted to meet parents there—not with another social media opinion, but with reassurance and guidance grounded in real expertise.”
The campaign’s media strategy, developed in partnership with Benedictus Media, focuses on reaching parents at the moments that matter most. Managing Director Danielle St George emphasised the importance of amplifying organisations that make a genuine difference. “This is exactly the kind of work we exist to amplify—an organisation making a genuine difference in people’s lives. The media strategy focuses on reaching parents in the moments that matter, across the platforms they already turn to for advice.”
To ensure maximum impact, the campaign will run in three bursts across YouTube, Prime Video, 9Now, Meta, and podcast platforms Mamamia and Acast, continuing through June. By meeting parents where they already consume content, the initiative aims to provide a trusted alternative to the flood of online opinions.
The creative execution is simple yet powerful. By visualising the fantasy of a personalised child-rearing manual, the campaign acknowledges the vulnerability and uncertainty that all parents feel. At the same time, it offers a solution grounded in expertise, positioning Raising Children Network as the reliable guide parents wish they had.
This campaign also reflects a broader trend in the parenting information landscape: the growing demand for clarity, trust, and evidence-based support. With the rise of AI-driven content and the proliferation of influencer-led advice, parents are increasingly seeking authoritative sources that can cut through speculation and provide practical, research-backed guidance. Raising Children Network’s website, which covers everything from pregnancy to adolescence, is uniquely positioned to fill that gap.
For Think HQ, the campaign marks another milestone in a period of strong growth. Recent client wins include Cancer Council Victoria, Stride Mental Health, and the Australian Federal Police, underscoring the agency’s reputation for delivering purpose-driven work that resonates with audiences. The Raising Children Network campaign further cements its role as a creative partner for organisations seeking to make a meaningful impact.
At its heart, “the guide you never got” is more than a marketing initiative. It is a cultural intervention, reminding parents that while uncertainty is part of the journey, they are not alone. By offering free, evidence-based resources, Raising Children Network provides reassurance that every parent deserves, helping families navigate the complexities of raising children in a digital age.
The campaign’s resonance lies in its honesty. It does not pretend that parenting is easy, nor does it offer quick fixes. Instead, it acknowledges the moments of doubt and confusion that define the parenting experience, and responds with empathy, expertise, and support. In doing so, it positions Raising Children Network as not just a website, but a trusted companion for families across Australia.
As the campaign unfolds across multiple platforms, its message is clear: while children may not come with an instruction manual, Raising Children Network is the next best thing. For parents navigating the noise of online advice, that reassurance could make all the difference.
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