For You and Baby.

Summary

For You & Baby is a new campaign running in Derbyshire that aims to encourage families to quit smoking during pregnancy and consider breastfeeding after birth. 

What we did:
  • Creative Design and Marketing
  • Research and Insight
  • Audience Testing
  • Animation and Video
  • Websites and UX/UI
  • Project Management and Programme Delivery
  • PR and Promotion
  • Digital Marketing
  • Social Marketing and Behaviour Change
A mobile phone screen, displaying the website for the For You and Baby campaign.

The mission.

The Derbyshire Maternity Transformation Programme identified a need to run a county-wide campaign to promote healthy lifestyle behaviours in pregnancy and early years.

Specifically, they wanted to decrease smoking in pregnancy and at time of delivery and increase breastfeeding initiation and continuation rates across Derbyshire.

Our mission was to undertake research into the attitudes and behaviours of families to understand what factors might be influencing their behaviour, and design and deliver a campaign to inspire action and change. 

The campaign plan developed for the For You and Baby campaign.

The research.

Working with families, we understood what it might take to encourage behaviour change.

Our research with other 200 residents (an online survey, telephone interviews, in-person interviews and focus group discussions) influenced the design of two campaigns - one targeting families to quit smoking together - and the other campaign encourages and supports more women in Derbyshire to breastfeed. 

Outdoor advertising for the Christmas campaign at a bus stop.
A pregnant woman's smartphone displays the 'useful resources' page on For You and Baby's website.

The campaign.

We are running a campaign that promotes the benefits of a healthy lifestyle during pregnancy and early years, targeting families rather than just women.Our breastfeeding campaign is raising awareness and promoting the benefits of breastfeeding to targeted families across Derbyshire. It is attempting to build confidence and resilience in women so they feel able to try (and sustain) breastfeeding. 

The 'public facing' part of this campaign, currently running, was designed to make breastfeeding more visible within the community and challenge assumptions and dispel myths which might be stopping women from even considering breastfeeding. 

We are also running a campaign to encourage a smokefree pregnancy, targeting pregnant smokers and their families. We want to send the message to families that being smokefree during pregnancy is not just an action for a pregnant women - it is the responsibility of everyone around her.

A dedicated website supports a largely digital campaign that is running until October 2019. 

The impact.

It's too early to understand the impact, however after month one, we do know that the campaign has reached over 80,000 residents across Derbyshire. Evaluation in real time is underway and a report will be generated at the end of the campaign to understand the impact of the campaign(s).

3,404,999 Total impressions
330 'Breastfeeding friendly' places signed up
80,000+ People reached in 1 month
over 800,000 People reached in total
12% increase In attendance levels at breastfeeding support groups
45% increase In the number of pregnant women who were smoke-free at 4 weeks in Derby
Over £1.5 million In earned media value

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