Naître et grandir and Cossette debunk the myth of the "perfect parent" with La couche de trop

As social media’s unrealistic standards continue to weigh on parents, adding to their already heavy mental load, Naître et grandir and Cossette are launching La couche de trop. Tapping into the growing “deinfluencing” trend, the campaign uses humour to bust the myth of the perfect parent, break taboos, and help parents trust their own abilities.

The campaign’s web series includes six one- to two-minute episodes following a group of friends navigating mental load and post-partum realities. Released Monday, the first two episodes—Compliment gratuit and Cadeaux surprises—have already generated more than 741,000 organic views on social media in just 24 hours, along with a wave of candid reactions from parents who connect with the series’ honest tone. This early success reaffirms Naître et grandir’s mobile app as a trusted resource for Quebec families, supporting them from pregnancy through a child’s first eight years.

The campaign’s first wave runs from January 26 to February 22, with additional bursts planned for spring and fall 2026. Led by Cossette Media, the media strategy includes long-form videos, 15- and 30-second teasers, and web banners promoting the mobile app. An out-of-home component will follow this spring.

All assets are available in French only. 

Compliment gratuit 

Cadeaux surprises

Out-of-home