Trying to conceive is a tricky subject to approach, so together with the client, we decided it was best to tackle it on social media. The project started with some listening to see what type of conversations were happening and where. I then invited 10 mummy bloggers to share their top tips for happy conceiving which would get turned into a beautifully published booklet. They got to have their words published in a credible way and the mums to be get sound advice from real, everyday women. The campaign culminated in a morning tea for 100 mums in Sydney hosted by Elevit and Essential Baby which celebrated the contents of the book and invited guest speakers to attend.