We replace the current Australian hospital baby delivery blankets, made overseas, with new blankets made from 100% Australian Made brushed cotton and printed with the Australian Made logo to be visible when the baby is swaddled.

The suggestion that all babies born in Australian hospitals are Australian-Made is inclusive and potentially reactive for the right reasons, further strengthening brand integrity.

Rationale: Australian Made products provide our children with the best quality today (Australian cotton is some of the best quality in the world) and a brighter future (stronger economy, more jobs, lessened environmental impact).

EARNED MEDIA

The obligatory birth announcement photo posted to social media is usually taken when a baby is in their hospital blankie.

OWN MEDIA

Expectant parents are given the option to purchase their own blanket for $15 which they can keep. Payment is made by registering on the Australian-Made website.

The hashtag will engage a wider audience via articles about the creation of the blankets and invitations to the public to share their new arrivals, and, down the track, proud parent moments.

We place printed inserts into the base of shopping baskets at major Australian supermarket chains such as Coles, Woolworths and Foodland.

The message is clearly visible to those actively making choices as to which products to buy.