Designing communications campaigns in social marketing is a very complex endeavour. In our case, we sought to see how to communicate to parents of infants that they need to, and can do, more to ensure their child grows up to their full potential. How do you tell parents what to do without really telling them and how do you tell time-challenged and stressed-out parents to do more? You cannot be too directional or judgmental. Scare tactics wont work, so you turn to market research which will dig deep into parents' psyches, but also have an ROO (return on objective) focus to actually 'move the right needles.' The critically acclaimed campaign included in this presentation is the result of decision-makers, advertisers and market researchers working with a single purpose.