CLIENT: Maternity magazine, produced in association with the following hospitals: Dublin - the Coombe Women’s Hospital, The Rotunda Hospital, The National Maternity Hospital Holles Street, and Mount Carmel; Cork - Cork University Maternity Hospital (and surrounding private clinics); Tralee General Hospital, Kerry; Sligo General Hospital; and University Hospital Galway.

BRIEF: Maternity is a comprehensive health and social magazine, informing all pregnant women in Ireland about the antenatal and postnatal services available to them. Each hospital has its own services section providing a summary guide to the hospital services, with an additional 184 pages of top class editorial features which cater to its diverse readership made up of different age groups, nationalities, and social and personal circumstances. Maternity is Irish-focussed, giving Irish mothers references and real-life experiences within their own context, as well as being one of the only sources for Irish products and services aimed at expectant mothers and young children in the State.

CHALLENGE: To develop a magazine that each year reflects the changing needs and trends of Irish mums-to-be. The magazine’s aim is to be as informative as possible and to cover the many angles of pregnancy, labour and childcare, in a reassuring, informative and entertaining style. The magazine also adheres to and supports the Baby Friendly Hospital Initiative, encouraging mothers to breastfeed in an attempt to increase the levels of breastfeeding in Ireland, which is one of the lowest in the EU.

SOLUTION: Maternity is the only pregnancy magazine in Ireland that is produced in close association with the maternity hospitals, ensuring the policies of the hospitals are reflected in the editorial, advertising and overall content. All material is carefully written and edited, giving the magazine an authoritative weight. It is the primary source of information in preparing mothers-to-be and its high quality editorial is matched by its superb production quality and beautiful design.

RESULTS: As two-time recipient of the prestigious PPAI award for ‘Annual of the Year’ (2003 and 2005), Maternity has been acknowledged for over a decade as the finest magazine in its field. Maternity has received considerable acclaim from industry peers, advertisers, readers and clients alike. Now in its eleventh year, with an ABC of 33,850 (ABC CIRCULATION 2007/2008), it is the definitive publication for Irish mums-to-be.

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