Even if parenthood has become more equal in recent years, expectant couples still spend a lot of time away from each other, with the mother feeling alone while the non-pregnant partner misses out on the child's early development and becomes less emotionally connected.

As it happens, this is also the most discussed topic in The Libero Club: 'How can I make my partner more involved in our pregnancy?'

Together with renowned anthropologist Dr. Katarina Graffman, we conducted a field study to validate our findings and understand the routines, behaviors and needs of pregnant couples.

We combined Dr. Graffman's report with international research proving that shared pregnancies lead to better relationship, happier couples, more secure mothers and safer, less complicated deliveries. In short, a shared pregnancy is better for everyone involved, including the babies.

This resulted in an innovative product development that has been live for 18 months, with the potential to revolutionize pregnancy.

BabyBuzz is a simple yet revolutionizing bracelet for both parents to wear during pregnancy. When the baby kicks in the belly, the non-pregnant partner receives a buzz-signal sensation in real-time.

During 2015, Libero developed a fully functional prototype with parents-to-be from The Libero Club and tested it live with some of Sweden’s most influential bloggers during their pregnancies to reach a broader audience.

After a year of in-use learnings, Libero launched the real product – with 6 months battery life. The final design positions BabyBuzz far from wearable tech in sports. The product is soft and tactile with a felt wristband, making it a manifestation and conversation starter for the non-pregnant partner.

Since BabyBuzz is only used for a brief period of time, we've designed a sustainable lending program via The Libero Club that makes the product free to borrow for all expectant parents.

The whole process was filmed and became a YouTube documentary. Every stage of the product development created a PR possibility for shared pregnancies, with lots of supporting content. The quality of response and target affinity in the Nordic countries are beyond all expectations and show that there's a real need among expectant couples for a product like this from a trusted source like Libero.

In the prototype phase alone, BabyBuzz reached 10 million people in traditional media and another 6,5 million people through social media. The YouTube documentary has over 700 000 views and counting, and over 15 000 people visited the product site in the first hours of the launch.

Most importantly, the prototype evolved into a real product. With the Nordic launch of 10 000 units, distributed through The Libero Club and lended to expectant couples for free, BabyBuzz is changing the way pregnancies are shared.

Even if parenthood has become more equal in recent years, expectant couples still spend a lot of time away from each other, with the mother feeling alone while the non-pregnant partner misses out on the child's early development and becomes less emotionally connected. This is also the most discussed topic in The Libero Club: 'How can I make my partner more involved in our pregnancy?'

Together with renowned anthropologist Dr. Katarina Graffman, we conducted a field study to validate our findings and understand the routines, behaviors and needs of pregnant couples. We combined Dr. Graffman's report with international research proving that shared pregnancies lead to better relationship, happier couples, more secure mothers and safer, less complicated deliveries. In short, a shared pregnancy is better for everyone involved, including the babies.

This resulted in an innovative product development that has been live for 18 months, with the potential to revolutionize pregnancy.

Nordic diaper brand Libero has a long tradition of promoting progressive parenting. For decades, Libero has been a pioneer in gender representation in diaper advertising, making fathers a natural and obvious part of it. Now, it's time to take the next step: from shared parenthood to shared pregnancy.

Thanks to a new planning approach and data-driven insight work, Libero's CRM platform The Libero Club plays an important part for the brand's communication. As the largest online forum in the Nordics for parents and parents-to-be, the most discussed topics amongst pregnant mothers in the forum are turned into briefs for Libero's Nordic communication.

By creating value for pregnant couples, the objective is been to strengthen Libero's position as an progressive market leader fighting for gender equality as well as to generate new incentives for expectant parents to become members in The Libero Club.