Babyshop, the leading child and baby retailer in the Middle East, has always stood for being an ally in parenthood, with its purpose focused on "giving every child the best start in life" through its products, services, experiences and acts. With the value of the category eroding, our objective was to connect Babyshop with parents and caregivers by bringing its brand purpose to life and making a real difference on-ground.

Supporting UAE's mission to promote inclusive education, Babyshop sought to tackle an unspoken condition in the Middle East: colour blindness. With one colour blind child in every classroom, ColourCheck successfully detected colour blindness in 14 children to date after deploying 30,000 pencil sets to schools and clinics in the region.

Staying true to the original coloured pencil was essential for this idea to be easily used by children.

The colours on the set were chosen with the help of doctors from Moorfields Eye Hospitals to ensure that the entire colour spectrum is represented accurately.

This was also considered when creating the packaging of the set, giving us a total of three pencil set designs – each catering to a different type of colour blindness.

After six months of research and development, Babyshop launched the ColourCheck pencil set and distributed 30,0000 sets to schools, clinics, and 235 Babyshop stores across the region.

Plus, we also created a colouring book that contains a fictional story for children to colour in as they read the story, with a guide on the colours they should be adding. If the colours don’t add up, it’s a sign that the child may suffer from the condition.

Our objectives were two-fold:

1) To continue fulfilling our commitment to providing children with the best start in life – considering limitations such as colour blindness in this case.

2) Providing for families beyond products and sales offerings to foster healthier households in the Middle East that are informed of matters that may affect them or their loved ones.

We targeted teachers, parents, and the educational system to educate them about what can be done to help them in their quest to learn:

-Parents as the main caregivers.

-Teachers to give colour blind children the right stimulus in the classroom that fits their needs so they are able to thrive.

-The Educational System: to endorse the set as an official tool to use in schools to detect and support kids with colour vision deficiencies.

Reaching these audiences on-ground was crucial for us to start using the ColourCheck and appreciate

After six months of development with Moorfields Eye Hospital specialists and colour blind adults, Babyshop launched ColourCheck and distributed 30,000 sets in classrooms and clinics, and inside all 235 Babyshop stores in the region for children to engage with – alongside colouring books that were specially designed using colours that most people with colour vision deficiency cannot see, immediately revealing mistakes and detecting potential concerns. To further grab visitors' attention in-store, we created ads that raise awareness around the topic, with strong facts that would entice parents to try the set and test it with their kids.

Babyshop ColourCheck proved to be a simple yet effective way to promote inclusivity and give every child the best start in life.

- 14 children were identified as colour blind and are now getting the support they need

- Babyshop brand love grew by 21%

-100k parents reached