Aptamil Growing Up milks launches new campaign to inspire parents

Oct. 29, 2016

More than half of parents and two-thirds of dads claim not to get enough help and advice to understand their child’s early learning*.

In a content partnership led and created by MEC Wavemaker, The Science of Play is centred on a series of inspirational films, observing how young children learn through different play activities and develop skills that will help them build their future, giving confidence to parents at this critical time in their life.

The films are supported by 72 articles on various toddler topics including lifestyle play and learning. The  content lives within Discover Toddlers, a specially created Aptamil Growing Up milks brand channel in  partnership with The Huffington Post.

Danny Weitzkorn, Content Partnerships Director at MEC Wavemaker, said: “This content partnership helps parents, providing a rich source of materials that can support them in understanding more about how their toddler learns through play. We’re incredibly excited to support Aptamil Growing Up milks with this original content campaign.” 

Lesley-Anne Cohen, Aptamil Growing Up milks Brand Manager, shares that "Toddlerhood is a period of significant change, meaning it’s an incredibly important time to invest in learning. These early years present an opportunity for parents to help their toddler develop key skills which are central to their child’s future, but many parents feel they don’t receive sufficient guidance to make the most of these formative years. This content partnership has been developed with the hope to inspire parents to learn how play influences learning throughout this crucial time."