Insight
Despite the countless pregnancy books out there, most expecting parents feel utterly alone and unprepared for their experience. North York General Hospital wanted to show new parents what to really expect when they’re expecting,so we asked real parents to tell us.
Idea
Compiled from thousands of crowdsourced submissions, we created a beautifully-designed, unfiltered, 150-page glimpse at what to really expect throughout pregnancy, birth, and beyond. Complete with fun and playful illustrations, chapters about “poop”, “sex”, and “feelings”, and explanations from NYGH doctors and nurses.
Distribution
We gave the book away to all new parents in our hospital, at clinician's offices, online, and sold copies on Amazon. We also sent it to parenting influencers. Transforming all the topics that baby books never talk about into something people couldn’t stop talking about.
