As the UK’s biggest parenting site, Netmums tasked Unity with demonstrating their power as a community and – crucially – engaging its members themselves in the General election, a subject on which many lower-income families traditionally ‘kept mum’ and felt detached from.
Our approach was to position them as the mouthpiece for Britain’s ‘everymum’ by collecting and showcasing the views of the diverse range of members. The Three Leaders and a Baby Campaign packaged these findings in a series of interactive infographics, along with audio clips from party conferences, which mums were asked to vote on, telling us which put their baby to sleep quickest (Gordon Brown – if you’re interested…).
As the UK’s biggest parenting site, Netmums tasked Unity with demonstrating their power as a community and – crucially – engaging its members themselves in the General election, a subject on which many lower-income families traditionally ‘kept mum’ and felt detached from.
Our approach was to position them as the mouthpiece for Britain’s ‘everymum’ by collecting and showcasing the views of the diverse range of members. The Three Leaders and a Baby Campaign packaged these findings in a series of interactive infographics, along with audio clips from party conferences, which mums were asked to vote on, telling us which put their baby to sleep quickest (Gordon Brown – if you’re interested…).
The powerful results of our surveys were released as a series of hard-hitting in-depth exclusives, first with The Sun and The Times. Our ‘Mumafesto’ became a DPS in the News of the World, whilst Netmums’ members became the Independent’s official election panel for family issues. 38 pieces of national coverage were achieved in the period.
As a result, there was a 50% decrease in the number of Netmums’ members intending to abstain from voting, whilst awareness of the main parties’ key manifesto policies increased by a third following the campaign.