The “Baby & you, how to do” campaign has been produced to help prepare new mums for the journey of motherhood, and features real mums and their babies. The first stage consists of a two 90 second educational videos providing useful tips on “How to do a good night’s sleep” and “How to do first nappy change.” The first creative demonstrates the JOHNSON’S® Baby Bedtime 3 step routine - bath time, massage and quiet time, which is clinically proven to help babies sleep better.  The second creative explains how to do a nappy change with tips on hygiene and looking after your baby’s skin. Both executions end with the call to action to “discover more at johnsonsbaby.co.uk.”

Brian Walmsley, Marketing Manager at JOHNSON’S® Baby UK commented: “At JOHNSON’S® we are constantly looking for innovative solutions to give new families a helping hand from the start.  Baby TV is a great opportunity to reach these new mums and existing parents in an environment where they’re looking for information and advice."

David Salem, Commercial Director at Baby TV commented: “The JOHNSON’S® Baby educational videos both inform and entertain and are ideal for Baby TV’s information hungry audience. The average dwell time in UK antenatal waiting rooms is 78 minutes and therefore the extended 90 second spot works well because the audience has time to absorb more complex messages.”

Baby TV, the digital network informing and entertaining ‘mums to be’ in antenatal clinics has also expanded into 7 new hospitals, with 15 more due to come on board by the end of 2010. 

The channel provides information on staying healthy and caring for newborns, as well as programming from content partners such as BFTV. Current advertisers include government agencies DoH and HMRC, and leading FMCG’s and nursery brands targeting young families. 

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