WaterWipes: Early Days Club

Waterwipes, a brand of baby wipe, launched the Early Days Club to support new parents in the UK and Ireland during the COVID-19 lockdown.


It's hard to imagine a more vulnerable position than that of first-time new parents in Lockdown. From having to attend pre-natal sessions alone to being stripped of vital family support networks and direct contact with HCPs during those fretful first - a virtual parent community platform that gave parents access to healthcare professionals and the support of fellow parents to help aid mental wellbeing as part of an integrated campaign across earned, owned and paid channels.