This initiative forged a new model of strategic partnership and collaboration as well as the opportunity to foster creativity. Johnson & Johnson worked closely together with five agency/media partners to produce new ideas, with the key campaign insight at the core, and innovative strategies for reaching and engaging the consumer. Each partner brought their expertise across various disciplines - marketing, creative, broadcast, print and interactive - to produce a strategically- sound creative and media programme.

Johnson & Johnson continues to receive overwhelmingly positive feedback from consumers and the media. Along with consumer postings and increased registrations on baby.com, and the successful online promotion (6,000 books ordered in one day), the campaign received headline mention in trade publications recognizing Johnson & Johnson’s new model for collaboration.