We’d used traditional media to teach baby CPR before with our Nursery Rhymes Inc. campaign, but we pushed ourselves further to find a way of extending and repeating the lesson so that it really stuck in parent’s minds. We placed the baby CPR lesson on an everyday object that parents would engage with over and over again, by designing a babygrow that teaches baby CPR. Moreover, we created the babygrow in partnership with Tesco, who helped us produce, distribute and publicise the garment, putting a life-saving lesson into the hands of parents up and down the country in a way that made the most of a charity’s limited budget.

Following the success of Nursery Rhymes Inc., our TV and digital campaign teaching baby CPR, we wanted to find new ways of reaching parents with our lesson. By printing the lesson on the babygrow, we knew we had a brilliant innovation on our hands. But the challenge was to get the life-saving babygrow into parents’ hands. To that end, we negotiated a partnership with Tesco, the U.K.’s largest retailer, whose scale gave us incredible reach and distribution. Tesco helped us at every stage: from manufacturing the babygrows to producing a short film starring Baby Lucy, our youngest ever brand ambassador, introducing the baby grow and telling parents how to pick one up, all the way to distributing the babygrow at a daylong event at 115 stores (and sell any remaining garments online).

Our objective was to teach a life-saving lesson to as many parents as possible through our babygrow that teaches, and we’ve achieved that objective. Over 24,000 babygrows have been picked up so far and 5.2 million people watched an online film that demonstrated the lesson. Over 31,000 people have visited the website to find out more. We generated a huge amount of publicity in over 170 national and regional publications. We even raised over £12,500 for St John Ambulance through online sales of the babygrow and donations at in-store events at Tesco. And as we know, every little helps.