Issue
Save the Children, The National Childbirth Trust and UNICEF were asking the government to stop formula milk promotion in the UK. They wanted to give parents reliable, easy to understand information based on evidence, not commercial pressure from baby milk companies. They also wanted to create a viral marketing campaign that would be informative as well as fun that people will pass on to raise awareness.
Insight
Journalist and TV presenter Mariella Frostrup was used for the voice-over for the animation as she is a trusted voice and a reliable source of information for mothers.
Solution
We created a game that showed users the types of slogan baby milk advertisers use and baby got to shot them down with a slingshot. As well as the Little Jack Strikes Back game, we also created an animation for the campaign which gave the information context and gave users a visual and audio experience.