The marketing awards are the largest of all the Drum Awards and celebrate the best marketers and campaigns in the industry on an international scale.
We have been shortlisted for the Social Purpose Award alongside some massive household brands including, ITV, Burger King and Method. For You & Baby was a brand and campaign which was developed for Joined Up Care Derbyshire – a collaboration of public sector organisations who have come together to improve public services and health outcomes for people in Derby and Derbyshire. The campaign targeted expectant mums and families to reduce the number of women smoking during pregnancy and to increase the number of women breastfeeding.
The county-wide campaign ran from April to December and combined in-depth research to create insights which the campaign and brand were built upon. The campaign used a combination of eye-catching artwork along with informative, myth-busting content to empower women to make informed decisions around breastfeeding, and made families aware that in order for mum to be able to quit smoking it needed to be a team effort for the benefit of themselves and their baby.
The tactical execution included paid and organic social media, print media, outdoor, PR and events. One execution of the campaign presented breast milk as a ‘superfood’ with superpowers. Cheekily positioned fruit was used to illustrate breasts to drive home the message that breastfeeding is good for you and baby. At Christmas, the fruit was changed to Christmas puddings and the hashtag #thebreastgift was used.
To tackle smoking #QuitTogether was created to encourage families to quit as a team – and not leave it just to mum. Similarly, calendar events and seasonal behaviour were used to direct the campaign into the new year using the ‘fresh start theory’ to encourage change while resolutions and self-improvement are at the forefront of people’s minds.
By the end of the campaign attendance levels at breastfeeding support groups rose by 12% across the county, the number of pregnant smokers engaged with smoking cessation services increased by 28% in Derbyshire and the number of pregnant women who were smoke-free at 4 weeks increased by 45% in Derby. The campaign overall garnered over £1.5m in earned media value.
This is the second Drum Award nomination for the team in the last 6 months. The team scooped the award for Campaign of the Year (not-for-profit) at The Drum Social Purpose Awards in November for their “Jiggle, Wiggle” campaign.
You can find out more about the For You & Baby Campaign and its impact here.