The Lullaby Trust is a non-profit close to my heart, and I’ve supported its work for over a decade. Most recently, the brief was to raise awareness of sleep deprivation among new parents and communicate associated risks in a careful, human way. I developed an engaging script and a distinctive look and feel that balanced sensitivity with warmth, including a light touch of humour from author and comedian Adam Kay. The result was a compelling video and supporting materials that captured attention while treating the subject responsibly. The campaign helped open conversations, increase understanding and deliver vital guidance to parents.