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.
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.
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.
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.