Babies were the best spokespeople

Even babies know the facts about folic acid, don't you?

Developing a campaign for the promotion of folic acid was a creative challenge. Our research showed that women see folic acid as something they only need to take if they are planning a baby. However, 1 in 2 pregnancies are unplanned, so we needed to shift the mind-set, drive behavioural change, and get women to take folic acid as a regular dietary supplement.

A socially driven and led campaign was rolled out across Facebook and Twitter. We delivered the message to our audience by way of Trojan Horse, secreting it inside one of the most irresistible vehicles on the internet today - Babies. We developed a series of light hearted, humorous videos featuring people who knew all about the importance of taking folic acid.

Point of sale display tying in with the idea was deployed in pharmacies and multiples across the country, while Facebook posts dispelled common folic acid myths, giving relevant, short facts about the importance of taking folic acid.

For more information on our work for safefood, please contact Joanne or Jessica.