Foundry partnered with Johnson’s Baby to produce the ultimate support guide for new and expectant parents during the COVID-19 pandemic, aptly titled #InItTogether.
Through a series of informative articles, videos, and audio clips, featuring interviews with doctors, nurses, and new moms, the guide offered advice on everything from what to pack for the hospital during a pandemic, to how to support new parents in a time of uncertainty. Real stories from the delivery room, plus a series of questions to ask your doctor aimed to both inform and put new parents at ease. Foundry leveraged the pregnancy expertise of the Parents brand, the “real people doing extraordinary things” angle of PEOPLE, and the powerhouse Latina brand People en Español to ground this helpful content. Johnson’s Baby products were integrated seamlessly throughout the guide as go-to supplies any new parent needs. The hub successfully delivered the brand message that Johnson’s Baby is #InItTogether with these families, and positioned them as a go-to resource moms and dads can always count on.