All new parents rely on a host of people to support them before, during and after the birth of their child. But Covid-19 prevented those people – families, to midwives and  expert health care practitioners – from being there.

Our solution was for Aptamil to step in with crucial support throughout the crisis. Through Aptaclub, Aptamil linked parents with a range of experts to provide support and answer their worries about pregnancy and parenting during Covid-19. 

The programme ran in multiple markets across Europe, promoted with a film featuring real Aptaclub colleagues and a newborn brought into the world during lockdown.

The whole programme, including 27 films across 6 markets, was delivered in under 14 days.