Helping Babies Breathe Better

Gail Chiasson, North American Editor

This isn’t digital – but who can resist a baby this cute!

Fashion Frame – which is 50% owned by Zoom Media – and Schering-Plough Canada are running a campaign to help newborns breathe easier!

Schering-Plough partnered with Fashion Frame to promote one of its brands, hydraSense, a natural nasal moisturizing product that provides assistance to infants and young children whose nose needs to be cleared of congestion. This product is specially designed for infants who have difficulty breathing, and Schering-Plough is using OOH to support the brand for the first time.

hydraSense and Fashion Frame created a promotional and advertising program tailored for the Motherhood Maternity chain and its 37 stores across Canada. Motherhood Maternity is a chain selling maternity clothes, nursing products, gifts and accessories for future mothers and newborns. Each location has poster decals in the fitting rooms, and discount coupons and hydraSense easydose given out personally at the cash counters.

To complement the campaign, an e-bulletin was sent to the Motherhood subscribers’ list to encourage customers to visit the hydraSense website in order to join the Dolphins Club and thus, benefit from further rebates in Schering-Plough Canada’s line of products. The e-newsletter was produced by Reservoir and was sent to more than 55,000 subscribers.

The Fashion Frame out-of-home billboard network now includes more than 35 retail partner chains across Canada with posters and room wraps located throughout more than 600 boutiques representing 6 000 fitting rooms.

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