GIVING NEW PARENTS THE ANSWERS THEY'RE LOOKING FOR.

There’s no experience more daunting than becoming a parent for the first time, with every day filled with new challenges and questions.  

Pregnancy, Birth and Baby is a government service that provides 24/7 advice and support for new mums, partners and family members. Too few Australians were using the service so we were briefed to increase call volumes and website visitation.

Our approach tapped into the insight that new parents, faced with more questions than they expected, can often feel helpless and alone. But there’s one question that can help to answer all of the others; who can I talk to?

Shot from the baby’s point of view, the campaign puts the viewer in the middle of the challenging situations that new parents face. It focuses on the emotional state of the mum and dad, as they ask themselves some of those questions.

The campaign established the brand as the service Early Newborn mums can rely on when they need to talk to someone for advice and support.

Tapping into situations that new parents can instantly relate to has proven to be highly effective, achieving a 50% increase in calls, a 36% increase in website traffic and an 80% increase in brand awareness.