The dmg media Ireland-owned RollerCoaster.ie has launched the 11th season of its parenting podcast A Little Birdie Told Me, with Danone’s Aptamil Follow On Milk returning as headline sponsor.
The new season, hosted by broadcaster Rebecca Horan, is built around the theme of overcoming adversity and features a series of conversations with women discussing resilience, recovery, family life and personal challenges.
Guests include entrepreneur Pamela Laird, Lusso Tan founder Lindsey Bennett, model agency owner Mandy Maher, child and adolescent psychotherapist Hayley Rice, Self Love Revolution founder Holly Harcourt, disability advocate Rhona Cullinan, autism parent advocate Sinéad Hingston and Brenda Dennehy, who discusses her recovery from addiction.
RollerCoaster.ie, which is part of dmg media Ireland, said the new series was designed to explore how its guests have navigated periods of difficulty while balancing family, career and personal wellbeing.
“Every parent faces challenges along the way, and this season shines a light on women who have shown incredible strength in overcoming adversity,” Horan said.
“These conversations are honest, emotional and ultimately uplifting, and I hope our listeners find comfort, inspiration and connection in every episode.”
Aptamil Follow On Milk will continue as headline sponsor, extending a partnership with the podcast across another season.
The sponsorship will include activity beyond the podcast itself, with content and other formats intended to reach parents across a number of digital touchpoints.
Irati Irigoyen Arregui, brand manager at Danone UK & Ireland, said the podcast had developed into a trusted platform for parents.
“Over the years, the podcast has become a trusted companion for parents, bringing expert advice, authentic stories and reassuring conversations to families across Ireland,” she said.
“Supporting parents is at the heart of what we do at Aptamil Follow-On Milk, and we are delighted to continue this successful partnership for another fantastic season.”
David Duffy, director at Mindshare, part of WPP Media, said the programme’s connection with its audience made it a strong fit for the brand.
“The podcast’s ability to build a genuine connection with its audience deeply aligns with Aptamil’s core values,” he said.
“We look forward to another fantastic season of engaging storytelling and community connection.”
