Nursery products retailer Mamas & Papas’ campaign featuring same-sex parents has won the Best Advert of the Year award at the 2013 Stonewall Awards.

The advertising campaign named ‘How We Roll’ embraced a new approach for its adverts by featuring parents that were from all walks of life, including same sex and single parents.

Olivia Robinson, Creative Director of Mamas & Papas owning Scacchetti family explained: “We put parenting at the heart of everything we do at Mamas & Papas and, as a parent myself, I wanted a campaign that reflected and celebrated the diversity of the modern family today. Our ‘How We Roll’ campaign is a reflection of how we believe attitudes have changed for the better.”

The successful campaign that launched in October 2012 and also resulted in The Guardian running a major piece praising the campaign has been run across outdoor print posters, in print in magazines, online and events such as The Baby Show. The retailer also commissioned a survey in which they hoped to change attitudes towards modern parenting