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ROAD has been appointed by The Essential Parent Company to deliver the public relations support for the launch of a brand new concept in childcare and parenting backed by Lord Robert Winston, Professor of Science and Society and Emeritus Professor of Fertility Studies at Imperial College and host of BBC’s Child of Our Time.

The Essential Parent Company will launch a range of online and audio visual products to coach new and expectant parents throughout the first year of child development. The company is the brainchild of award winning film-maker, Diana Hill and child development expert, Dr Rebecca Chicot. Lord Winston and a host of childcare experts have been involved in the product development.

Sarah England of The Essential Parent Company commented: “ROAD developed a strategy and programme which demonstrated their deep understanding of our target audience of new mums and how to target them on and offline. The campaign will help us build meaningful connections with this group and also help make The Essential Parent Company a by-word for parenting expertise.”

ROAD’s Louise Stone said: “The Essential Parent Company has developed a truly innovative childcare product and we both excited and proud to be involved in its launch.”

ROAD’s campaign for assuredna was named as the runner up in the Best OTC PR Campaign for a Non-Medicine at the 2012 OTC Marketing Awards held last night at the Park Lane Hotel, London.

The judges praised the campaign for being innovative and effective even though the product was not being launched into a pre-existing market. Noting the “most challenging brief”, the judges praised the “effective and sensitive handling of an emotive and potentially controversial product launch”.

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