LittleBlackBook: Life360 Brings Humour to Parental Struggles with ‘Back to School Chaos’

In-house team partnered with The Ninety-Niners to launch the campaign tackling parents stress ahead of the school term starting.

Life360, the world’s leading family safety and coordination app, has unveiled a bold new campaign tackling the stress parents face as the school term kicks off.

Created by Life360’s US-based in-house team, the campaign captures the anxiety and juggling act familiar to families everywhere – from frantic schedules to frayed nerves – with a humorous twist. In one execution, parents are shown venting in a soundproof booth, before being offered a more sustainable solution: Life360, the app that helps families stay organised, connected and safe.

Media strategy, planning and buying is led by independent agency The Ninety-Niners, who are delivering the work across the UK and Canada. The six-week campaign spans TV/VOD, outdoor, social and digital channels.

​Kate McCutchen, director of international marketing at Life360, said, “Back to school is one of the most stressful times of year for parents, with studies showing the average family spends up to 30 hours a week coordinating everything from homework to after-school activities. The mental load is very real. This campaign acknowledges that stress in a relatable, light-hearted way – while reinforcing Life360’s role in helping families find peace of mind.”

​Ant Hopper, founder of The Ninety-Niners, added, “We’re thrilled to bring this campaign to market and introduce Life360 to even more parents. By using a mix of high-impact and carefully targeted media, we’ll meet families right at the moment they need support – and show how Life360 can bring calm to the chaos of back-to-school.”

Original article posted by LittleBlackBook on 4th September 2025 can be viewed here.