Baby Cam

CLIENT

Discovery Health

OBJECTIVE

Generate interest and viewership for Discovery Health Baby Month – 350+ hours of baby programming in July

SOLUTION

Help people better relate to a baby’s world; capture the world “through the eyes of a baby” by sewing wireless video cameras into their sun hats and posting these original clips for daily viewing on a specially-themed micro site

RETURN

10+ million media impressions covering the ‘Baby Cam Project’ and 120 per cent increase in viewership from the previous year