Start4Life weaning campaign
Creative strategy
Start4Life is part of Change4Life, a nationwide government campaign that provides impartial advice to families, helping them lead a healthier lifestyle. Their latest campaign focused on weaning: introducing solid food to babies and establishing healthy eating habits from baby’s first bite.
The Challenge
We used a wide range of marketing research and insight from doctors and parents to establish where the confusion lay surrounding weaning, as parents are often bombarded with conflicting messages from different companies regarding the best way to wean their child.
We Think
Following extensive research, we presented a number of creative concepts before opting for our rhythmic language route. Scrutinising the market allowed us to position Start4Life as the authority on healthy weaning, driving parents towards a healthier start for their baby.
We Create
Our team designed an eye-catching creative inspired by nursery rhymes and the whimsical language of Dr. Suess, creating adcepts, home packs and social posts. Our innovative copy asks the questions that need answering and our engaging visuals stand out in a competitive market, acting as a guiding voice in the crowded messaging parents are exposed to.
We Deliver
We worked closely with Public Health England to fine tune the approach and meet every client objective. Our innovative copy asks the questions that need answering and our engaging visuals stand out in a competitive market. This drives engagement with Start4Life digital tools and content, supporting families across the UK to make healthier choices.
- 215K orders of wall planners
- 15k orders of all posters
- Best engagement rate of all Start4Life campaigns
"We’ve been really impressed with APS’s work on this campaign. The account and project management have been brilliant – always responsive and friendly. They understood the brief and gave us several strong creative options to choose from. They’ve turned around artwork promptly, with great communication throughout the process. "
Our clients are ambitious, diverse, and want positive change.
