Safe Sleep

Sudden Unexpected Infant Death Syndrome or SUIDS is a terrifying topic for young parents. To make it worse, when most government organizations tried to show parents ways to prevent it, they used scary statistics and foreboding instructions to get the message across. As if parenting isn’t scary enough. So when we were asked by the Colorado Department of Early Childhood to help them educate young parents about how to prevent SUIDS, we chose a less-nightmarish approach. Tell them a bedtime story. We wove the message into an adorable rhyming bedtime storybook that eased parents’ fears. We even went so far as to print bedtime booklets for parents to take home with their newborns from the hospital. Now more kids than ever will sleep safely ever after, and there’s no happier ending to a bedtime story than that. Results: In just 4.5 months, the campaign earned over 25 million impressions, 56,000 click-throughs, and outperformed industry benchmarks by 300%.