The deal is Channel Mum’s first commercial tie-up and kicks off with real mums sharing their tips for recording ‘baby firsts’ such as smiling, crawling and walking.
Viewers can win a video camera by sharing their own suggestions on social media, using the hashtag #babyfirsts, with the competition kicking off on Monday (15 June).
Freegard, who was awarded an OBE, launched YouTube-hosted Channel Mum in January this year.
The partnership, which was managed by Hill & Knowlton Strategies, builds on nappy brand Pampers’ campaign with the National Childbirth Trust, which is a study following new parents during the first 1,000 days of their new child’s life. Pampers has created a video about "first milestones" to support the study, with the Channel Mum partnership boosting awareness.
Freegard said: "This really is a campaign of firsts. ‘Baby firsts’ are the most precious moments in a parent’s life - so it’s fitting our first partnership celebrates them. It’s a campaign mums will engage with and even shed a tear over. Video is the most powerful way to show the emotion behind each moment and to capture it too.
"Pampers are a brand loved and trusted by mums so we are delighted to be working on such a wonderful project with them."
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