THE BOPPY COMPANY PARTNERS WITH FIRST CANDLE ON SAFE SLEEP CAMPAIGN
GOLDEN, Colo. (Sept. 18, 2013) – The Boppy Company, maker of the award-winning Boppy® Feeding and Infant Support Pillow, is partnering with First Candle, a leading national nonprofit dedicated to the survival of babies through the first years of life, on a safe sleep campaign to educate parents on the importance of safe sleeping practices for infants.
“We are reinforcing The Boppy Company’s commitment of supporting parents through an educational campaign about safe sleep practices for baby,” said Nancy Bartley, CEO, The Boppy Company. “While this is a serious message, our advertising is traditionally light-hearted so we are sharing the message in a way that is consistent with our brand – thoughtfully and with heart.”
The PSA-style Safe Sleep campaign is composed of consumer and trade print advertising. It will appear in the October issue of Pregnancy & Newborn and run in various media outlets through December 2014. The advertising shares “Boppy Mom Tip #1” that “nursing pillows should never be used for sleep.” The Boppy Company worked with Victors & Spoils, an advertising agency, on the creative for this campaign.
“It’s a delicate balance to ensure the importance of this safety message resonates with parents in a way that also makes sense for the brand,” said Noah Clark, Executive Creative Director, Victors & Spoils. “Fortunately, the informative tone of this campaign is compatible with the Boppy brand, which is all about supporting parents through education and comfortable products.”
The versatile Boppy® Feeding and Infant Support Pillow is designed to give mom and baby the support they need throughout the first year. It lifts baby to a more ergonomic position for comfortable feedings, then transitions to the perfect spot for propping, tummy time and learning to sit. As noted on the product and packaging, the Boppy Pillow is not recommended for sleeping.
The Eunice Kennedy Shriver National Institute of Child Health and Human Development (NICHD) and First Candle, collaborator on NICHD’s Safe to Sleep campaign, advise parents never to place their baby to sleep on pillows, quilts, sheepskins, or other soft surfaces. The Boppy Company takes this recommendation very seriously and supports it with warnings to never let a baby sleep on a Boppy Pillow and specific information about its intended use.
“We are excited to partner with The Boppy Company on this campaign because educating parents on safe sleep practices for baby is important and can be life-saving,” said Kelly Mariotti, CEO, First Candle. “I think it’s even more relevant that the information is coming from a trusted baby brand who wants parents to be educated on safe sleep practices for baby.”
For more information and essential sleep safety tips visit www.boppy.com/safe-sleep.
Ad Creative for Safe Sleep Campaign: Full Page and One-Third Page
About The Boppy Company
The Boppy Company, LLC makes the award-winning Boppy® Feeding and Infant Support Pillow which has received the most votes in American Baby magazine’s Best of the Year (Baby Best) contest 10 times from 2002 to 2012. Created by mom inventor Susan Brown, the Boppy Pillow has become a “must have” in today’s nurseries. The Boppy Company is based in Golden, Colorado, and is dedicated to providing comfortable support for moms and babies. For more information, visit www.boppy.com. The Boppy Company is now a part of The Artsana Group, makers of Chicco® branded infant products. Learn more at www.artsana.com and www.chiccousa.com.
About First Candle
First Candle is a leading national nonprofit dedicated to safe pregnancies and the survival of babies through the first years of life. With programs of research, education and advocacy, the organization is working to ensure that every baby is given the best possible chance to reach not only his or her first birthday, but many happy birthdays beyond. First Candle also provides compassionate grief support to all those affected by the death of a baby through a toll-free crisis hotline (1.800.221.7437). For more information please visit www.firstcandle.org or call 443-640-1049.
About Victors & Spoils
Victors & Spoils is an advertising agency in Boulder, CO that was founded on the belief that if brands ignore the world in the making of their advertising, the world will ignore the advertising that they make. As a result, V&S has embraced an open creative process that fosters collaboration between in-house creative teams and creative people everywhere.
The Boppy Company First Candle
Meg Heitlinger Laura Reno
720.746.3847 443.640.1049 ext. 203