Johnson and Johnson creates branded site to help young mums overcome sleepless nights

Profero Australia

night light

Johnson and Johnson has created a branded content website as it looks to build a community of young mums caring for newborn babies.

The company partnered with Lowe Profero, the digital arm of Lowe and Partners, to create Night Light, an online portal which offers support and advice for parents facing sleepless nights.

It includes a dedicated chat room for parents to talk and offer support to others facing sleeping issues in real time and a reading room where parents can access a wide range of content and articles relating to baby sleep and other topics. Johnson and Johnson has also collaborated with healthcare provider Tresillian to provide Night Light members with instant access to a paediatric nurse between 5pm and 11pm.

Miki Dosen, group marketing manager for Johnson and Johnson Pacific said Night Light was created in response to research into the problems faced by parents dealing with sleepless nights.

"Johnson's baby is committed to the health and well being of both children and their parents, and Night Light offers another way to help out at this crucial phase of parenthood," she said.

Lowe Profero's Australia managing director Dave Bentley said the launch was a successful continuation of a long partnership designed to create "useful and engaging digital content for Johnson and Johnson".

"Night Light is a considered and genuinely valuable solution to the problems faced by parents of newborn children. Even just talking to other parents in the office showed us there was very little real-time support in this area," he said.

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