Best Start in Life
1 in 2 parents took action - showing the power of Mumsnet to drive real behaviour change
“Mumsnet helped us do something that’s incredibly difficult — reach parents at different stages, with different needs, in a way that felt genuinely relevant. Despite the scale and complexity of the campaign, everything was delivered seamlessly, driving strong engagement and meaningful action” - Best Start in Life (2026)
Our partnership with UK Gov Best Start in Life (BSIL) shows how trusted, life-stage-led content can cut through fragmentation and genuinely shift behaviour in one of the most emotionally charged categories there is - early parenthood. By combining precision-targeted display, expert Q&As, talent and influencer video, community discussions, editorial and a nationwide booklet drop, we helped BSIL meet parents inside six distinct early years moments - from pregnancy and breastfeeding to weaning, bonding, funded childcare and preparing for school - with guidance that felt relevant, timely and trusted rather than generic or interruptive. The results speak to real behaviour change, not just reach: delivering 33m impressions, 213k engagements, 93k clicks to the BSIL hub, a +13pp uplift in awareness and a +12pp uplift in positive sentiment (vs a 2-8pp benchmark), 68% campaign recall (2x the typical 30-50% benchmark), and most importantly 1 in 2 parents taking practical action after seeing the campaign.
Download the case study below to learn more about this partnership.
