With myths surrounding the negative effects of soothers high in the UK compared to other markets in Europe, MAM wanted to break through the noise and be an authoritative educator on the positive role a soother can play for babies and parents.
MAM challenged us to combat negative perceptions and overcome stigma around soother usage. At the heart of our campaign, we set out to convey the benefits of using MAM soothers in an authentic, real, and friendly way. ‘Soothement as a communications platform was created – soothe concerns that are misplaced and soothe first time parents navigating their way through baby’s early years.
To kick start Soothement, we conducted research the focused on millennial parents’ most stressful time of the day – getting baby to sleep – and looking into their bedtime habits.
We wanted to see if old traditions of soothing babies at bedtime has change – from reading stories, singing lullabies and looking at perceptions of soother use. We discovered that soothers remain an invaluable aid yet lullabies was becoming a dying art with many parents confessing to not knowing the words – and even rapping to their little ones!
To amplify this further, we partnered with celebrity parents Harry and Izzy Judd to create a series of engaging social content to sit across their channels and MAMs to highlight the importance of soother use at bedtime, using our research and their own personal experience.
The Soothement Movement campaign needed realistic and engaging content to deliver impact and make positive changes towards the perception of soother usage in the UK. We staged a full-day shoot with the Judds at their home to create content as authentic as possible whilst conducting insight driven, newsworthy research.
Izzy focused on the bedtime routine, weaving in our research and her own personal experience with soothers, noting how great they had been with helping her children feel soothed and comforted whilst Harry created a bedtime moment video by reading the Very Hungry Caterpillar, which was voted top bedtime story by our research.
All pillars of content went live the same day to maximise impact cross channel with a long-from video featuring both Harry and Izzy and an exclusive image that was shared with media alongside news copy written exclusively with news desks in mind.
Coverage was secured in key national titles like The Times, Daily Mail. Telegraph, Sun and Mirror, gold tier parenting titles Mother & Baby and Entertain the Kids as well as 66 regional titles throughout the UK.
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