Calpol is a much loved and trusted brand with parents; it’s their first port of call when their child is ill whether they are 3months or 8 years old. With our digital strategy we wanted Calpol to be as useful and as always there in the digital space as the product is itself, to be a trusted and useful utility.That’s why we developed the Calpol mobile app, so we could provide help and reassurance to parents whereever they are. Whether this is at a bleary eyed sleep deprived 3am or in a supermarket aisle your phone is always there and always on, you can use it whilst one hand is holding your little one. It’s the most personal and accessible and probably used device with our mothers so it made real sense for Calpol to be here.Our app needed to be designed by parents for parents, not a techie gizmo but a charming easy to use tool that’s there when you need it – so we made it look and feel like Calpol with features that could really help such as:•A Symptom sorter that could read you advice when bleary eyed in the middle of the night•A dosage diary that could let you know when its safe to dose again•A soother that can play gentle rhythms to distract when all else fails•A find my nearest chemist or hospital when your someplace unfamiliar•A fever monitor that can let you track how their fever is going up or downAll this personalised to each of your children and just one tap away on your phones home screen, something that can be constantly useful for years to come, not just a 5 minute gimmick to clog up your phone and never be used again.As you could understand the project has been legally complex, balancing the tight regulations relating to pharmaceuticals and children with the expectations of our consumers all presented in a simple user experience and we believe we’ve cracked it.The project is currently passing through Apple approval and will be promoted via the considerable Calpol Facebook community, targeted parenting emails and PR where we hope for strong engagement and feedback from our parents.