First time mums fear the unknown of labour. And who can blame them when the majority of information available is a sensationalised version of reality? We provided reassurance by showing how real mums overcame their fears in a simple before and after film. No actors. No scripts. Just real worries, conquered by love.

The film was hosted on YouTube and candgbabyclub.co.uk. Shorter edits were used on Facebook to drive awareness and spark conversation. It also started a trend for before and after photos of mums holding their babies where their bumps had been. We received a staggering 800 photo uploads and 500+ positive reactions.

Almost 72,000 people watched the full 2-minute version on Facebook. 216,000 viewed the short looping video posts. And our static image engagement posts sparked conversation among mums about their worries and experiences. Job done!