Online video broadcaster ChannelFlip has unveiled a new web series called Baby Talk, sponsored by the Johnson’s baby brand.
Carat Sponsorship has negotiated and managed the activity on behalf of Johnson & Johnson, with the series to look at challenges mums face at different stages of early parenthood: new born, six months and one year.
Jamie Lennox, ChannelFlip's content director, said: “As a new parent myself, I know how steep the learning curve is and you never stop asking the question, "is this normal?!" Although there's a lot of great information out there, much of it is contradictory - particularly between the official guidelines and more informal, mum-based advice. This was a big influence on how Baby Talk has been put together - bringing together an expert, who's a mum herself, and three mums at different stages of early motherhood."
As well as the core 18 core episodes of the series, there will also be another 30 FAQ videos in which Dr Ellie Cannon, the show’s host and resident GP for the Mail on Sunday and Woman Magazine, will answer specific questions and concerns common to parents.
Rowena Johnson, sponsorship associate director at Carat, added: “The collaboration between Johnson and Johnson and ChannelFlip has been created to deliver information to mums in an accessible and easily digestible format that re-defines the boundaries of what sponsorship can deliver.”