Morinaga pushes parental awareness through 'Your choice, their future' campaign

Morinaga, a Kalbe Nutritionals brand, has launched the "Your choice, their future" campaign to raise parental awareness, exploring the irreversible nature of childhood, the pressure of parenting, and the silent war being fought in the hearts of mums and dads.

The company said that a child's future does not simply happen; it is shaped by the millions of choices made by parents — with Morinaga positioned as the right nutritional choice to help unlock a child's potential. "Through this campaign, we aim to encourage parents to become more aware that every choice, however small, will influence their child's growth and development," said Morinaga senior brand manager Kenty Novita Pratiwi, as quoted by Tempo.

At its core, the campaign elevates three pillars—attention, potential, and nutrition—into guiding principles for modern parenthood. Through interactive discussions with child psychologists, sessions with so-called "MomFluencers," the brand seeks not just to sell, but to embed itself in the decision-making DNA of Indonesian families.

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A video ad, overlaid with the timeless song Sang Dewi, follows a mother guiding her daughter from her earliest steps through to becoming an AI robot builder. "A mum faced with countless choices—choices for her child's future—and yet her decision is always the same: only the very best for me, forever," it narrates.

Rose Mini Agoes Salim, a child psychologist who spoke at the campaign's launch, emphasised that the best way to introduce children to their aspirations is by offering them experiences rather than imposing expectations. "Give your child the chance to explore their world; it's one of the ways parents show attention," she said, adding that parents' role is to provide proper stimulation.

Morinaga makes a clear case that stimulation—educational, emotional, and physical—is just as essential. According to Kalbe Nutritionals' health communicator, Muliaman Mansyur, the right kind of stimulation during the first 1,000 days of life can shape a child's future potential in profound ways.

"Optimal nutrition underpins cognitive development, bolsters physical resilience, and equips children to meet future challenges. Every dietary choice a parent makes shapes their child's health and readiness for life—once a moment passes, it cannot be reclaimed," he said.

The brand is wagering on more than mere sentiment: its "Door of future" campaign will span 50 Indonesian cities, blending experiential marketing with educational engagement, and will include both a digital competition and an awards programme.

Morinaga isn't the only brand recently exploring how Indonesian families view their role in society. Through its "Ibu Juara" initiative, Dairy Champ—under Etika Beverages Indonesia—is turning mothers into micro-entrepreneurs. More than 400 women have joined the programme, which provides initial capital in the form of Dairy Champ products and training in finance and business.

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