Public Health England Weaning Campaign

Integrated public health campaign for Public Health England designed to support and encourage parents to wean babies onto healthier foods, helping establish better nutritional habits from the earliest stages of life.

The campaign focused on providing clear, impartial and reassuring guidance to parents navigating the challenges of weaning. Its aim was to demonstrate that introducing fresh, healthy foods—such as fruits and vegetables—can be both simple and enjoyable, while delivering long-term health benefits as children grow and develop.

To engage parents in a warm and non-judgemental way, the creative approach drew on a playful, childlike tone inspired by nursery rhymes and children’s storybooks. This helped make the subject feel accessible and relatable, reducing anxiety around weaning while reinforcing positive nutritional choices.

Delivered as a fully integrated rollout, the campaign included press advertising, digital assets and direct mail communications. I led the copywriting and creative direction across all materials.