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Danone looks at the science behind parental love

'What is love?' campaign is part of its ongoing 'Mum meets Science' platform
Danone What is love? film still

Danone's early-life nutrition brand Aptawelt has released a Valentine's Day film showing the impact a parents' love has on their child's development.

The 'What is love?' campaign cites strength, compassion, security and confidence as crucial factors of parental love that aid children's growth, concluding that “love doesn't just feel good - it does good”.

Ian Bates, creative director at Unlimited who led the campaign, said: “Our idea was founded on a human insight: that people know that love feels good, but they don't know that it does good for the future development of their baby.

“We took this thought and dug into the science that supports it to deliver highly emotive and engaging content.”

The film's supporting scientific content published online explains the power of breast milk in protecting against infection and allergies, how the 'love hormone' Oxytocin strengthens the parental bond, and how a child's mental health benefits from a secure and loving environment.

It continues Danone's established 'Mum meets Science' initiative, which seeks to engage parents in the science behind their children's development and help them to make informed welfare decisions.

'What is love?' has been released across a range of social media channels, including YouTube, Facebook and Instagram, with further supporting content due to be published later this year.

Sarah Patzak, marketing manager at Danone Nutricia Early Life Nutrition, said: “This exciting campaign is part of our ongoing commitment to support parents with engaging content that reveals the science of early life.

“Armed with this knowledge it empowers parents to make decisions now that will support their baby's future development.”

Article by
Rebecca Clifford

14th February 2017

From: Marketing

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