Blackpool experienced a spike in women drinking a little too much alcohol during pregnancy. Blackpool Council put out a brief to create a campaign that would help raise awareness of the risks, yet avoid the pitfalls of being preachy or telling women what they should or shouldn’t do during their pregnancy - nobody likes to be lectured, especially about having a tipple whilst pregnant.

Cue ‘Baby Got Lit’ - a neon light installation on Blackpool’s famous ‘Golden Mile’. Nothing preachy, nothing judgemental, just the ‘advisory’ symbol that’s widely used on alcoholic beverages in the UK, lit up.

Baby Got Lit was also available as free postcards from participating gift shops along the promenade, with a little extra messaging providing local support if needed.

Discrete, and knowing, Baby Got Lit delivered a vital message, without telling pregnant women what to do.