Looking After You and Your Baby

Client: Reckitt Benckiser - Lysol

Objective

To provide moms and moms-to-be with accurate health information in a straightforward, easily accessible manner.

Campaign

To educate mothers on how best to keep their babies, selves, and homes happy and healthy, CarrotNewYork collaborated with the project’s partners: Centers for Disease Control and Prevention, the National Association of Pediatric Nurse Practitioners, and the Visiting Nurse Associations of America.

The result of our multi-year strategic and creative development was the three-part Looking Afterseries, including Your Pregnancy, You and Your Baby, and Your Young Child. Each volume contained information relevant to a specific life stage, with special emphasis placed on hand washing, cleanliness, and food safety plus general information about promoting health and wellness at home. Additionally, CarrotNewYork created a health and wellness website allowing our partners to reach more families and to keep the portal’s information current and relevant.

Results

800,000 copies of Looking After You and Your Baby were printed for the initial distribution. (web distribution)

Looking After You series won the 2009 APEX Award for Publication Excellence..

Lysol partnered with Abbott Nutrition, maker of Similac®, to provide over 2.4 million moms in maternity wards with the book, reaching 60% of all new parents in the U.S.

 


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