Labours of Love
There are many sources of practical advice for to mums-to-be as they approach labour, but little in the way of authentic emotional reassurance.
By asking real first time mums about their personal hopes and concerns - both before the event, and again afterwards - our mums appeared to allay their own fears as their bumps become beautiful babies.
Social, digital & E-crm campaign for Cow & Gate
The full-length film was released on social channels, along with cutdown teasers and YouTube pre-rolls. Almost 72,000 people watched the full 2-minute version on Facebook and around 216,000 mums viewed the short looping video posts. E-CRM and PPC ads also directed mums-to-be to the landing page where they could discover more about each individual story.
The static image engagement posts sparked much conversation among mums-to-be, who shared their worries and experiences.
A competition asking mums to share their ‘before and after’ photos generated over 800 uploads, and 500+ positive reactions. Over 300 mums also shared before and after birth stories. The length and effort mums went to was extraordinary, demonstrating a deep level of engagement.
