Life Baby — Pharmacy chain’s babycare ad features same-sex families

Prove that you stand on the side of tolerance by standing alongside those who have been the targets of prejudice. Yes, you’ll divide opinion. But it’s the right thing to do, and history is on your side!

In a February 2017 campaign called ‘Love Comes in all Shapes and Sizes’, Israeli pharmacy chain Super-Pharm portrayed same-sex parents speaking about the challenges of parenthood. Featured alongside mixed-sex couples, the same-sex parents acknowledged similar problems and challenges when asked: ‘What’s the hardest thing about being a parent?’. The pharmacy was promoting its private label brand, Life Baby.