Brighton wanted to highlight and bring to life Pampers’ commitment to nurses and moms with a credentialed Childbirth Education (CBE) program that also ensured that hospitals had resources to offer a robust CBE program and new parents were armed with the information they needed in easy-to-understand formats. The full program included a learning guide, an online booklet, teaching aid posters and videos.
Challenge
The health and development of every baby starts in the womb but for expect parents, finding trusted, non-biased childbirth education can be challenging. Also, with so many demands on the hospital systems, it can be hard for them to source engaging content for their patients. With 50+ years collaborating with trusted industry associations, nurses and doctors, Pampers is known for providing value through education for both hospitals and parents at a time when non-biased, clinical information is hard to come by through other sources.
Insight
Brighton wanted to highlight and bring to life Pampers’ commitment to nurses and moms with a credentialed Childbirth Education (CBE) program that also ensured that hospitals had resources to offer a robust CBE program and new parents were armed with the information they needed in easy-to-understand formats. The full program included a learning guide, an online booklet, teaching aid posters and videos.
Strategy + Execution
For the CBE learning guide, Brighton opted for a booklet with a modern, magazine-like feel that featured clear callouts, engaging photos and streamlined information. The content was developed in partnership with the Childbirth Education Association of Cincinnati. The 100+ page guide was later adapted into a mobile and desktop optimized booklet. The teaching aids (i.e. posters) were budget-conscious, reusing assets from the booklet and maintaining a holistic purpose. For the nine educational videos, Brighton recommended an interactive classroom style, with experienced childbirth and lactation experts presenting to a small group of pregnant women and their partners in a natural student-teacher way. From there, Brighton created :15 and :30 second CBE promotional spots to drive awareness and engagement of the series. These were later trimmed down for :6 sec social media videos for Twitter, Facebook, Instagram and Pinterest.
- Content Creation
- Audio/Video
- Advertising
- Social Media
Results
The Pampers Childbirth Education series become even more valuable to expectant families when their in-person childbirth classes were being canceled due to COVID-19. Knowing the importance of childbirth education, the nine videos were quickly added to Pampers.com as a free resource. Brighton then went on to produce a series of CBE broadcast spots that aired on BET during ‘Saving Our Selves: A BET COVID-19 Effort’ fundraising event on 4/22 and ‘Altisimo Live!’, a COVID-19 fundraising event on 5/5. As of May 2020, The CBE videos resulted in 4.6M+ organic video views and engagements (likes, comments, shares, saves) across Pampers owned channels (YouTube, Instagram, Facebook & Twitter) to-date.
That’s creativity that means business.
