The objective of the BABY born campaign through iChild was to raise awareness of the BABY born Soft Touch doll among the educational community who look after children aged three to five years, and via this community to the reach children’s parents.
To achieve this, we developed a BABY born resource pack to send to our membership base of schools and nurseries caring for children aged 3 to 5.
1,500 reception classes and nurseries were recruited, who each received a BABY born resource pack containing a BABY born Soft Touch Girl doll, activity booklet and poster.
In post-campaign research, 95.8% of respondents said would recommend BABY born Soft Touch Dolls to other teaching/childcare professionals. Also, 92.9% of respondents would recommend BABY born Soft Touch Dolls to parents.
These research results meant that BABY born Soft Touch Girl dolls were awarded the iChild Recommends badge.