The UK has one of the most expensive childcare systems in the world.
The charity Pregnant Then Screwed wanted to change this with a campaign that would finally make the government listen. So we took a baby’s cry and turbo charged it with neuroscience to create the world’s most unignorable campaign. We generated one billion media impressions, headlined the BBC 10 o’clock news and helped secure the biggest childcare investment in decades (£4bn of funding all for £5383).
