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. Our bespoke cry was played out across DOOH, Spotify and ITV’s Good Morning Britain as well supermarket tannoys and busking amps. We even managed to sneak our cry into 10 Downing Street inside an audio-enabled Mother’s Day card.
The campaign generated over one billion media impressions, headlined the BBC 10 o’clock news and picked up awards at Campaign Big and Creative Circle, but most importanly helped secure the biggest childcare investment the UK had seen in decades (£4bn) all for a campaign budget of £5383.
The campaign generated over one billion media impressions, headlined the BBC 10 o’clock news and picked up awards at Campaign Big and Creative Circle, but most importanly helped secure the biggest childcare investment the UK had seen in decades (£4bn) all for a campaign budget of £5383.
