Best Start In Life x Peppa Pig

Parents of little ones are navigating a major rollercoaster at a time when online advice often feels overwhelming, contradictory and guilt‑inducing. Best Start in Life (BSIL) was created to cut through the noise with trusted Government and NHS-approved guidance on child health, development and preparing for school. To reach families warmly and effectively, Government needed a partner with real household‑name magic.

Enter Peppa Pig - arguably the UK’s most influential four‑year‑old – and family. In a first‑of‑its‑kind partnership between Government, led by DfE and DHSC, and Hasbro, we blended early‑years expertise with the charm, humour and emotional honesty of Peppa’s world. The result? A suite of short, joyful, reassuringly useful content: a launch film featuring Mummy Pig and celebrity parents, plus three co‑created videos tackling universal challenges - from decoding crying to sibling relationships - all while naturally signposting families to BSIL. Parents didn’t just watch; they acted. The campaign tripled daily traffic to BestStartinLife.gov.uk on key launch days, delivered over 1.5million views, generated over 77k engagements, and earned glowing feedback. One video even jumped from organic content to ATL on ITVX thanks to exceptional performance. And Hasbro amplified impact with free media and on‑site presence at Peppa Pig World - exposure money truly can’t buy. This was purpose‑driven co‑creation at its best: a beloved preschool icon becoming a trusted guide for parents. By mixing policy with play, and science with storytelling, we helped families feel supported, seen and a little less alone - exactly when it mattered.