New parents average just 4 hours 44 minutes' sleep a night in their baby's first year. For Baby Sleep Day, we built Baby Shusher's broadcast PR campaign around that exhaustion and the research showing white noise such as shushing can soothe babies, at a time when 63% of women reported less support in the six months after birth. We put Baby Shusher's chief executive, a clinical nurse, on air across a radio day of interviews, explaining why shushing is an ancient, proven way to calm and comfort a baby. The campaign secured 16 items of radio coverage reaching 2.2 million, including Radio News Hub.
16Items of coverage
2.2 millionCombined reach
1h 47mTime on air
Listen
Radio Essex · 7m 01s
0:00 / 7m 01s
Radio News Hub · 7m 01s
0:00 / 7m 01s
The story
Baby Shusher, Baby Sleep Day
The aim
Baby Shusher wanted to help parents get their baby into a healthy sleep pattern and send listeners to buy the Baby Shusher on Amazon.
The message
Parents will try anything to get their baby to sleep, but shushing is an ancient, proven way to calm and comfort them. The Baby Shusher is a portable sound machine that does one thing well.
The angle
New parents were among the hardest hit by the pandemic, with 63% of women reporting less support in the six months after birth. New parents also average just 4 hours 44 minutes' sleep a night in their baby's first year, and research shows white noise such as shushing can soothe babies.
On air
Baby Shusher's chief executive, a clinical nurse
The result
16 items of coverage reaching 2.2 million, including Radio News Hub.
More campaigns for Baby Shusher
Baby Shusher has come back to Relations Group for other broadcast PR campaigns:
Baby Sleep Day was set up by the Pediatric Sleep Council, an international group of infant sleep experts founded by US sleep specialists. It falls on 1 March each year and shares advice with parents on helping babies and young children sleep well, since better sleep for babies means better rest for the whole family. It gives producers a reason to cover the subject, and brands with a credible spokesperson a way onto radio and TV.
Planning Baby Sleep Day for 2027?
Baby Sleep Day next falls on Monday 1 March 2027. Talk to the team about a broadcast PR campaign that gets your spokesperson on radio and TV.
