Johnson’s® Baby First Ever DOOH Campaign

Adrian J Cotterill, Editor-in-Chief

Leading baby healthcare brand JOHNSON’S® Baby, is launching their first ever digital out of home campaign on Baby TV, the screen network located in antenatal clinics across the UK.

The brand building activity starts on 1st April and will run on the Baby TV network for a whopping 10 months and should reach over 63% of all pregnant women.

We are told that the ‘Baby & you, how to do‘ campaign has been produced to help prepare new mums for the journey of motherhood and features real mums and their babies.

The first creative demonstrates the JOHNSON’S® Baby Bedtime 3 step routine – bath time, massage and quiet time, which is clinically proven to help babies sleep better.

The second creative explains how to do a nappy change with tips on hygiene and looking after your baby’s skin. Both executions end with the call to action to “discover more at”

Brian Walmsley, Marketing Manager at JOHNSON’S® Baby UK told us “At JOHNSON’S® we are constantly looking for innovative solutions to give new families a helping hand from the start. Baby TV is a great opportunity to reach these new mums and existing parents in an environment where they’re looking for information and advice.”

David Salem, Commercial Director at Baby TV added “The JOHNSON’S® Baby educational videos both inform and entertain and are ideal for Baby TV’s information hungry audience. The average dwell time in UK antenatal waiting rooms is 78 minutes and therefore the extended 90 second spot works well because the audience has time to absorb more complex messages.”

About Baby TV

Baby TV is a unique digital channel reaching “Mums to be” in antenatal waiting rooms across the UK. Baby TV consists of 271 screens spanning 113 hospitals, providing health messages and practical advice for pregnant women.

The channel is approved by midwife and healthcare professionals and provides full audio visual programming to a receptive audience where dwell-time averages 78 minutes. Baby TV reaches 450,000 pregnant women a year and over 12,000 care professionals daily. Recent advertisers include DoH Start for Life, Unilever, FSA, VTec, Kiddicare, maxi cosi, Britax, and Chicco.

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