Becoming a parent can be overwhelming, with so much conflicting advice out there. That’s why the UK Government created The Best Start In Life hub - a trusted source of science-backed guidance. We launched a campaign with author Camilla Reid, illustrator Rob Biddulph, and familiar faces like Oti Mabuse and Mummy Pig to help parents find the support they need, all in one place.

Then we collaborated with Hasbro to create a new series with the Pig Family including short episodes and take-overs of Peppa Pig events to spread our message even more organically.