Opportunity

Water Wipes has a unique USP; because they are chemical free and the only wet wipe recommended by midwives from birth new mother's can use them with confidence on their newborn's delicate skin without fear of judgement.Aiming to own a higher purpose for the brand (beyond wiping tiny behinds) the team identified that this newborn stage is also a confusing time in a mother’s life. There is lots of contradictory advice and pressure to do things the ‘right’ way.  There was an opportunity for the brand to give new Mum's added confidence beyond nappy changes.

Solution

We reckoned if we took a closer look at skin to skin bonding we could give a little more of that reassurance to new mothers about their other decisions.  So we got the world expert on skin to skin, Dr Suzy Ludington, to conduct a conduct a series of tests with three new Mums and their newborns analysing the science behind this unique connection.  

Monitoring the baby's heartbeat, temperature and breathing rate, we recorded the tests with both film and heat cameras.

The result is a captivating look at the mysterious and magical connection between mother and child. Our wish is for every new mother to see the film and understand and truly believe in the wonder of what her body can do.