Is the radiation that comes from smartphones, wifi routers, tablets and smart TVs dangerous for pregnant women and their unborn children? According to Noppies and RADYGO,science doesn’t seem to be able to make up its mind on the dangers of radiation just yet. Safety measures are already being taken everywhere, just to be sure… In France, daycare centers have banned the use of wifi. And in the Netherlands, too, radiation provides food for thought, although we haven’t taken any real measures yet.
Noppies and RADYGO want to offer pregnant women a choice. Because these women should be able to take a smart approach to radiation, if they wish to do so. That’s why the two brands introduced radiation resistant pregnancy clothing. And it was up to LVTPR to create an awareness campaign for this unique collection. It was a challenging task: we just wanted to show pregnant women that they have a choice, and to stay neutral about the dangers of radiation.
We invited journalists and (pregnant) influencers for the launch of the collection during a high-profile press event. We distributed a physical mailing including an infographic about radiation in day-to-day life and a pair of Noppies x RADYGO pregnancy pants. To generate additional brand awareness, we wrote blogs and a press release and set up influencer collaborations.
This way, we were able to inform both the media and the consumer about Noppies’ and RADYGO’s vision on radiation, made them aware of the collection they developed to protect against it, and provoked curiosity. At the press launch, we also made sure to tell the media more about the collaboration between Noppies and RADYGO and why it’s so important for Noppies to offer mommies-to-be a choice in this matter. Two birds with one stone!
The results? At the press event, Noppies and RADYGO used their vision and idea behind the collection to create (positive) awareness about a smart approach to radiation in day-to-day life. Attendees of the event were famous mommies(-to-be) and journalists from EditieNL, VIVA Mama, BNR and Frankwatching. EditieNL, a news program on national television, broadcast an item on the collection that very same day. Well-known influencers posted Instagram Stories and vlogs and newspaper het Reformatorisch Dagblad wrote an article about the Noppies x RADYGO collection.