Our 90-second film transformed the often dry, intangible science of early life into richly emotional inspiration for new mums, showing how they can influence their baby’s future health.

Awareness. Welcome. Engagement. Consideration.

The challenge

Aptaclub wanted to stand out as a source of positive expertise, helping to empower mums to make more confident choices for a long-term difference to their baby’s health from conception to toddlerhood.

 

The insight

Mums-to-be are often overwhelmed by anxieties and a sense of responsibility. The conflicting advice they receive about their pregnancy and baby only makes this worse.

 

The work

Surprisingly, only 20% of a child’s future health is determined by genes. Through their nutrition, lifestyle and relationship choices, mums can have a significant influence on the long-term health of their baby.

 

To stand apart from the prescriptive, rational “do this, don’t do that” pregnancy lists, we introduced them to this potential in an emotional way with an inspiring film that repositioned the power mums have to influence their baby’s future as an amazing gift, with a strong call to learn more at Aptaclub.co.uk.

 

The Gift is our launch ‘Hero’ communication, introducing mums to the many ways they can influence their baby’s future from conception to toddlerhood. This has provided the platform to create deeper, richer ‘Hub’ and ‘Help’ content inspired by the science of early life.

 

The results

To date, the Gift has been viewed nearly 400,000 times on YouTube. Brain Juicer research gave the longer version of the film a 4.5 star rating, putting it in the top 10% of ‘must see’ content.

Sending sales of Costa Ice soaring

Celebrating the life-long impact of parental love

Providing peace of mind for mums to be

Providing cut through for Jeep on Black Friday