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Cry Baby



BabyCentre’s mission is to help parents make the most of one of life’s greatest experiences. It offers parents all the information, support and reassurance they need and aims to become their most trusted parenting resource. The topics covered are exhaustive and wide ranging, featuring articles from doctors, midwives and real life experiences from fellow parents.


To create useful, contemporary and relatable branded content, in the form of mini radio programmes that can be accessed via the website. These are then consumed by the end user at a convenient time to fit in with the busy lifestyles of mothers and mothers-to-be. The key driver was to make the end result accessible and ‘real’, so the listener can empathise and relate to the material.


Various elements were required to produce the finished product; scripts and content were predetermined by Content Consultants, on-site interviews with mothers were carried out and a sonic logo and liners were produced. The main presentation was recorded in studio, being fronted by the website’s editor and post production/ editing undertaken at our production base.


9 programmes were produced, of between 10 and 20 minutes in length, concentrating on specific subjects including coping with tiredness, nappy changing and dealing with cravings. As you would expect, there was plenty of advice and tips from the experts, but the main focus was on real women, talking about real experiences. Though the programmes were credited briefly at the start, the aim was to provide useful, value added content for mothers and mothers – to –be, uncluttered by branding until right at the end, when a sponsor tag was incorporated. As the programmes are downloadable for free, the client’s aim was to further underline Johnson & Johnson’s place as a market leading provider of not only products for mothers, but also as a trusted advisor and guide, helping to demystify the process from before birth and beyond.


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