Start4Life Weaning Campaign

Marketing Campaign

Start4Life is part of Change4Life, a nationwide government marketing 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 understand where confusions lay surrounding weaning, as parents are often bombarded with conflicting messages from different companies regarding the best way to wean their child.


Following extensive research, we presented a number of creative design 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.


Our team designed an eye-catching creative inspired by nursery rhymes and the whimsical language of Dr. Suess, creating adcepts, home packs and a range of assets that could be used across social media and web.


We worked closely with Public Health England to fine-tune our approach and meet the overall campaign objective. Our innovative copy asked the questions that need answering and our engaging visuals enabled the campaign to stand out in a crowded space. This drove engagement with Start4Life digital tools and content, supporting families across the UK to make healthier choices.

In total, the campaign achieved:

  • 215K wall planners ordered
  • 15k posters ordered
  • 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. “

Senior Campaign Manager, Start4Life, Public Health England

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