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Proving that the British government can (on very rare occasions) get communications right…

Isn’t this just fabulous?!

A stellar example of using humour to convey an abstract and deeply personal message in a way that instantly lands.

If I were a less attentive parent reading this advert, would I change my ways? Well, “habit changing” is an ambitious goal for a single poster. At least I wouldn’t feel patronised or lectured to (hard when it’s a baby!) At best, perhaps it would give me pause for reflection – and that’s an achievement not to be sniffed at.

Bonus points for the fact that even the 90+% non-target audience may have got a giggle out of the advert, despite having little use for its message.

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