New Philips Avent research reveals nearly two in three moms of young children have less than one hour a day for their basic needs.

飞利浦新安怡（Philips Avent）的最新研究显示，近三分之二的幼儿母亲每天的基本需求不足一小时。

Taking on this taboo, Philips Avent launches its new Share the Care brand positioning and movement, encouraging families, friends, and communities to better support moms so they can prioritize their well-being and self-care too.

面对这一禁忌，飞利浦新安怡推出了其新份额护理品牌定位和运动，鼓励家人、朋友和社区更好地支持母亲，以便她们也能优先考虑自己的幸福和自我护理。

Philips Avent is raising awareness about the lack of time in moms' daily lives by marking the Daylight Saving Time change in Times Square in New York City, and by way of virtual out-of-home clocktower takeovers.

飞利浦新安怡（Philips Avent）正在纽约时代广场（Times Square）标记夏时制的变化，并通过虚拟的户外时钟塔接管，提高人们对母亲日常生活中缺乏时间的认识。

STAMFORD, Conn., March 11, 2024 /PRNewswire/ -- Royal Philips (NYSE: PHG, AEX: PHIA), a global leader in health technology, launches the new #ShareTheCare brand positioning and movement for Philips Avent, calling on families, friends, and communities to help moms and all new parents share the care, so they can prioritize their well-being and self-care to provide the best care for baby.

康涅狄格州斯坦福德，2024年3月11日/PRNewswire/--健康技术的全球领导者皇家飞利浦（纽约证券交易所：PHG，AEX：PHIA）为飞利浦Avent推出了新的#ShareTheCare品牌定位和运动，呼吁家人，朋友和社区帮助母亲和所有新父母分享护理，以便他们可以优先考虑自己的福祉和自我护理，为婴儿提供最佳护理。

The new positioning is backed by research, revealing that moms often feel guilty spending time on 'me' – almost half of moms (44%) are under pressure to 'do it all.' The first in a series of activations, the launch highlights the critical need to give moms more time..

这一新定位得到了研究的支持，研究表明，妈妈们经常会为花时间在“我”身上而感到内疚——几乎一半（44%）的妈妈面临着“做所有事情”的压力这是一系列活动中的第一次，此次发布强调了给妈妈们更多时间的迫切需要。。

Philips Avent launches new brand positioning in North America, Share the Care, leveraging the Daylight Saving time change to share a powerful message about supporting mothers

飞利浦新安怡在北美推出新的品牌定位，分享关爱，利用夏令时的变化分享关于支持母亲的强大信息

Claudia Calori, Head of Global Marketing, Philips Personal Health, says, 'Marking the Daylight Saving Time change with this powerful message is a wake-up call for us all, and clearly shows why as a society we need to step in and support moms. Let's start the conversation with the moms around us and ask: could you do with some help today? Importantly, this needs to go beyond immediate family, as we know everyone's support network is individual and unique.

飞利浦个人健康全球营销负责人克劳迪娅·卡里（ClaudiaCalori）表示，“用这一强有力的信息标志着夏时制的改变，这对我们所有人来说都是一个警钟，清楚地表明了为什么作为一个社会，我们需要介入并支持母亲。让我们开始与身边的妈妈们的对话，并问：你今天能帮点忙吗？重要的是，这需要超越直系亲属，因为我们知道每个人的支持网络都是独一无二的。

If we collectively change our behavior and attitude, we can really make a difference.' .

如果我们共同改变我们的行为和态度，我们真的可以有所作为。”。

To showcase this need for support and spread the message that society needs to give moms more time, Philips Avent showcased this message across locations in New York City (Times Square and The Fifth Avenue Clock), San Francisco (Ferry Building) and Ottawa (Peace Building). These landmarks serve as pivotal locations to highlight the critical need to give parents more time, especially as they lose an additional hour due to Daylight Saving Time..

为了展示这种对支持的需求并传播社会需要给母亲更多时间的信息，飞利浦安万特在纽约市（时代广场和第五大道时钟）、旧金山（渡轮大厦）和渥太华（和平建设）的各个地点展示了这一信息。这些地标作为关键位置，突出了给父母更多时间的迫切需要，特别是因为他们因夏令时而额外损失了一个小时。。

Marci El-Deiry, Global Business Unit Leader, Philips Mother and Child Care & Women's Health, says, 'Moms remain the lifeblood of our society yet they're under increasing pressure to be 'mom' all the time. They need to know it's okay for them to spend time on themselves, and that doing so is good for them and baby.

飞利浦母婴保健和妇女健康全球业务部门负责人MarciEl-Deiry表示，“母亲仍然是我们社会的命脉，但她们一直面临着越来越大的压力，成为‘母亲’。他们需要知道花时间在自己身上是可以的，这样做对他们和孩子都有好处。

We need to tackle the taboo that needing or asking for help means they aren't doing a good job. That's why it's vital for those around moms to proactively step in, however they can.'Now is the time for society to step in and support moms. And Philips Avent is here to help. Celebrating its 40th anniversary this year, the brand is committed to supporting and encouraging women to take charge of their parenting journey from pre-conception through pregnancy, and post-partum to improve the health and well-being of mother, baby, and family. Philips Avent provides confidence and reassurance to moms through adaptive, intuitive solutions, such as the Philips Avent range of baby bottles and pacifiers and Philips Pregnancy+ app, which help parents – and the teams around them – share the care with confidence and ease, especially during their first few months and years. Philips Avent partnered with advertising agency LePub Amsterdam to develop and bring the new positioning to life.

我们需要解决一个禁忌，即需要或寻求帮助意味着他们没有做好工作。这就是为什么母亲身边的人无论怎样都要积极介入，这一点至关重要现在是社会介入和支持母亲的时候了。飞利浦新安怡也在这里提供帮助。在今年庆祝其成立40周年之际，该品牌致力于支持和鼓励女性从怀孕前到怀孕后以及产后负责育儿过程，以改善母亲，婴儿和家庭的健康和福祉。飞利浦新安怡通过适应性、直观的解决方案，如飞利浦新安怡系列婴儿奶瓶和奶嘴以及飞利浦怀孕+应用程序，为妈妈们提供信心和保证，帮助父母以及他们周围的团队自信而轻松地分享护理，尤其是在他们最初的几个月和几年。飞利浦新安怡与阿姆斯特丹LePub广告公司合作，开发并实现新定位。

The agency worked with production partner Wenneker Amsterdam and Director Rune Milton to create a new hero film, product films, an array of social and digital assets and in-store collateral. Additionally, Philips Avent coordinated with Omnicom's Outdoor Media Group to bring these first activations to life.Milos Obradovic, Chief Creative Officer, LePub Amsterdam, 'Share the Care is a campaign that celebrates when loved ones step in for the wellbeing of everyone – baby, mom and the entire family.

该机构与制作合作伙伴Wenneker Amsterdam和导演Rune Milton合作，创作了一部新的英雄电影、产品电影、一系列社交和数字资产以及店内抵押品。此外，飞利浦新安怡与Omnicom的户外媒体集团合作，将这些首次激活活动带入生活。阿姆斯特丹LePub首席创意官米洛斯·奥布拉多维奇（MilosObradovic）表示，“分享关爱”是一项旨在庆祝亲人为每个人——婴儿、母亲和整个家庭——的福祉而介入的活动。

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