The Brief
To raise awareness of a partnership between Espresso client Mama Bamboo and premature baby charity Ickle Pickles Charity. To drive awareness of the charity initiatives and Mama Bamboo donatining size 0 baby nappies to neo-natal units across the country.
Campaign
Espresso enlisted the support of Good Morning Britain’s TV Weather Presenter, Laura Tobin who teamed up with Mama Bamboo o support its partnership with premature baby charity @icklepicklescharity.
Laura Tobin's daughter Charlotte was born prematurely at 27 weeks weighing just 2lb 8oz. Six years on, Charlotte is thriving, and Laura is on a mission to support mothers and babies born prematurely. This was the first time Laura had been back in a NICU unit in six years.
Laura opened up in media interviews and on Mama Bamboos owned growing podcast about the premature birth of her daughter and why she supports the Mama Bamboo campaign to donate nappies and wipes the neonatal wards in partnership with Ickle Pickles charity.
The Results
12x pieces of national and consumer coverage including a DPS in Hello Magazine.