February 7, 2014
Let me read you a Brushtime Story…
Here at Unity HQ, we really get mums and dads. We get that there are heaps of stressful moments for new parents and that some of the brands we work with can make those moments a little bit easier. We recently worked with toothbrushing gurus, Aquafresh Kids, to ease the stress of toothbrushing for the nation’s parents.
To start with, we interrogated the classic bedtime story; looking at how UK parents are giving these old-age tales a modern day twist – adding a bit of celeb sparkle by making popstars and the Royals the main characters. Our research also revealed other times of the day parents are reading to their little ones and showed they’re use stories to coerce their kids to brush their teeth… how sneaky!
The quirky news story landed coverage in no fewer than four national newspapers and on lots of mummy blogs. Yay.
To give something useful back to parents, we teamed up the brand with Netmums and together launched a nationwide hunt to find the best ‘brushtime storyteller’ – tasking parents up and down the country to pen a unique and engaging short story that could be read to kids to get them brushing their teeth.
The all-singing-all-dancing judging panel, made up of famous child authors, chose new mum Krystle Water from Kent to be the winner. Her tale of ‘Tilly The Green Toothed Mermaid’ was then turned into a beautifully designed book by super-cool illustrator Jim Stoten. We then sent it out to mummy bloggers so they could use the story to get their kids brushing their teeth… all in a day’s work!