Skin to skin contact is a key part of the UNICEF Baby-Friendly Initiative. Research has shown that all babies benefit from this connection, but not all parents benefit from this data. What if it could be more accessible and meaningful?

Based on each research finding, Bepanthen started a real-time conversation, with real parents, in real moments. These insights were used as part of the strategy to engage the target audience groups and develop customer relationships, inspiring action and producing measurable results.

Subject of several scientific studies, the “skin to skin” moment is essential for the creation of the first bonds between mother and baby, being able to provide several health benefits for both. One of these studies, for example, proved that skin-to-skin contact in the first few minutes after birth soothes both the baby and the mother, who enter into a unique tune provided by the moment. This touch helps to stabilise blood, heartbeat, breathing and reduces the child's crying and stress. Even breastfeeding can benefit after this initial contact between mother and child.

Bepanthen Baby brand developed the “Skin to Skin” campaign, which addresses the importance of touch to create an even deeper connection. The film is composed of scenes full of expressions of affection between mothers, fathers and children, in routine moments that are part of the daily lives of couples with young children – such as breastfeeding, changing diapers, bath time –, and that are opportunities to stimulate the senses and deepen the bond with babies, bringing benefits not only for the children's development, but for the family as a whole.

For the target Women, ABC 18+, we launched a TV and digital film, dozens of posts, stories, bumper ads and social media reinforces all of datas, to all kinds of families. The brand aims to demonstrate that, regardless of family structure, love and deep connection are present in all of them.

Data - Strengthens the immune system / Campaign - Skin strengthens skin

Data – Stabilises the body temperature. / Campaign - Skin warms skin

Data – Increases bonds. / Campaign - Skin embraces skin

With the hashtag #SkintoSkin parents shared their own meanings and we turned them into protagonists of the campaign.

Implementation: Start date - July 14th, 2021 / end date - November 30th, 2022;

Placement: TVs Globo and SBT; YouTube, Facebook and Instagram; Globo.com; Pinterest.

TV: 4812 number of airings

Share increase of 2.1 percentage points for anti-diaper rash

Share gain of 1.2 percentage points for baby wipes