NSPCC: Look, Say, Sing, Play – helping parents and babies bond.

NSPCC, a charity campaigning and working in child protection, launched an email campaign that provided tailored tips and activities to parents with the aim of helping them build stronger bonds with their babies.

Campaign details

Brand: NSPCCAdvertiser: NSPCCCountry: UK

Campaign Overview

Helping parents and babies bond

Good interactions with babies are crucial for development, but not all parents have the tools and confidence to succeed. NSPCC set out to change that.

Strategy

The charity, working with Vroom and Leo Burnett, wanted to use emails to give new parents the tools and confidence to build stronger bonds with their babies. This would involve:

  • Informing parents about the science of child development, motivating them to take action;
  • Giving parents the information needed to improve their interactions; and
  • Normalising behaviours, making...

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