Becoming a parent for the first time is one of life’s most rewarding yet challenging experiences, so Red launched a campaign for SMA Nutrition to develop the Newborn Know How DVD to help give parents a little bit of hands-on guidance for those first few daunting days.

Featuring celebrity mum Kirstie Allsopp, a registered midwife, real-life new and expectant mums, the DVD was developed to encourage parents to join the new SMA Baby Club. Targeted editorial coverage has reached over 18 million parents to date, helping to increase registration to the SMA Baby Club by 10%.