According to the brand, the campaign will run for three months. It calls for parents across South Africa to share their moments and experiences to help other parents to feel less alone.

South Africans can do this by encouraging parents to share their parenting moments among the pandemonium via social media and a user-generated microsite.

"We know parenting is consuming; there's no such thing as a perfect parent and it's okay not to keep it all together, but parenting is also incredibly rewarding," says Catherine Jacoby, marketing manager at Babies R Us.

"Our aim with the campaign is firstly to remind parents to take a step back and enjoy all the moments because even the untidy and confusing times bring delight and secondly to rally the community of parents," adds Jacoby.

"Mom circles, friends and the media often glamourise parenthood, showing only the perfect moments," Jacoby adds. "The issue with this is that when a baby arrives, the reality of newborn life sets in and parents often feel overwhelmed, as parenthood is not as they had anticipated."

Jacoby says that the hope is that this content will give comfort and provide support to other moms and dads to learn from each other.

"Parenting is both everything you ever wanted and not what you expected. Through this campaign, we want to show parents how Babies R Us and other parents can support them through the reality of parenting together — it, after all, takes a village to raise a child," Jacoby says.

"The campaign kicks off with a television commercial that speaks to the apparent dos and don'ts of parenthood. It ultimately shows how this reality is played out in real life. The key take-out is that doing it all is demanding, and that we see you; keeping it together is challenging, but you wouldn't change it for the world! You're doing great mom and dad; Babies R Us can at least help you navigate those imperfect moments of parenthood," adds Jacoby.

"We set out to create a campaign that aims to demonstrate the reality of parenthood while encapsulating the fact that no matter the tumultuous times during your parenthood journey, there are always moments that give you pleasure," Jacoby concludes. "Showcasing both the good and the bad times is what makes new parents feel seen and understood."

For more information, visit www.babiesrus.co.za. You can also follow Babies R Us on Facebook, Twitter or on Instagram.