London-based indie prodco Acamar Films is teaming up with British social media duo Scummy Mummies for an online campaign promoting its CBeebies series Bing. The campaign is aimed at parents of preschoolers during the summer holidays.

Ellie Gibson and Helen Thorn, the women behind Scummy Mummies, will be posting comedic photos of their own challenging parental moments across social channels using the hashtag #WhatWouldFlopDo while encouraging others to do the same. It is designed to encourage parents of preschoolers to celebrate both the highs and lows of life. Flop is Bing’s caretaker who always remains calm when looking after the bunny who often gets into mishaps.

The campaign began on August 1 and includes the Scummy Mummies blog, podcast, Facebook page and Twitter account, but the majority of activity will be on the duo’s Instagram profile for the next two weeks.

Whoever submits the best content using #WhatWouldFlopdo will win a visit from Bing and Flop to their child’s nursery or preschool.

The campaign also corresponds with Bing master toy partner Fisher-Price’s retail launch of the property’s latest feature toy. Toilet Train Bing, which encourages kids to make it to the potty, is rolling out at selected UK retailers throughout the summer.