Motherhood comes with a constant hum of noise. Advice from every angle. Opinions from everyone. Algorithms telling you what you should be doing, feeling, buying.
Somewhere beneath all of that is a quieter voice. Instinct.
The sense that you already know your baby, even when you don’t feel confident yet. The problem isn’t that instinct isn’t there, it’s that it gets drowned out.
Introducing…
SMA Baby Club offers a unique service that connects new and expecting parents to real midwives via a live chat for free, personalised, expert advice. Our challenge was to turn SMA into a trusted companion during this period of self-doubt and vulnerability, crafting a campaign with emotional potency and starting a relationship with a brand, that’s ownable to the gut health messaging of the brand.
Our campaign bloomed from wanting to listen and speak to parents, reassuring them of their own voice. From using real quotes from parents in our script, street-casting real parents for the film, and using real parent’s handwriting for the design work; we obsessed over capturing the challenge of working through overwhelming information authentically, and telling a story not just for parents, but by parents.
Go With Your Gut: offering calm, expert reassurance when doubt creeps in, and space to look within when the noise gets loud – a voice that says, “trust your instinct, you got this.”
OOH, photography and design was built from the ground up with real parents in mind. We created a handwritten lock-up from real parents, transforming our campaign line into a mantra, from one parent to another. In our positioning, information floods a parents head, but where their child is, and where their gut is, the noise is drowned out, and our mantra stands out.
Our colour palette reimagined SMA's brand guideline colours. For us, it's not gold, cream and purple, it's dawn, day and dusk, lavender, goldenrod and spring. From photography to design, our design was all about creating a natural effect emulating light, nature and skin tones, reframing SMA's brand as a comforting part of the world's natural beauty.
Across social, we wanted to have parents to feel they were part of the conversation. Our key assets are quiet, disruptive moments - giving you a moment of calm in your feed of chaos and noise, embodying reassurance.
Our UGC approach The Noise & The Quiet created a stark contrast between the noise of every day life with the calm voice of instinct. We also developed this for radio.
Organically, we created 30 Days of Affirmations, a replayable and shareable cycle of affirmations, tips and signs you're trusting your gut. Designed not to flood our followers with more information, but to assure them they're on the right track, and doing well, a message parents rarely here.
All our social media content pointed towards the SMA Baby Club landing page, which we populated with digital downloads, prize draws, podcasts, affirmations, and of course, the Midwife Live Service.
Nestlé Content Studio | Creative Director: Christian Haywood | Studio Producer: Andrea Robson | Project Manager: Katie Torpey | Design Lead: Greg Bland | Production Manager (EPM): Jessica Malicki | Partner Agency: The Liberty Guild
Armoury | Director: Chris Fowles | Director of Photography: Charles Mori | Executive Producer: Matt Hichens | Producer: Billy Rowlinson
Tenthree | Editor: Beth Roberts | Producer: Lottie Allister Crooke
Creative Outpost | Colourist: Aleandre Nerzic | Flame: James ‘Krispy’ Cornwell | Sound: Luke Isom | Producer: Andy Salem