The week we made the North Korea Times

One of the most exciting things about launching a campaign is that you never know quite where it’s going to end up.  We love it when news goes viral, but this week has seen possibly the most surprising piece of coverage we’ve picked up yet.

We launched #GiftABundle for Mothercare and Hubbub on Tuesday and were delighted that by Wednesday the news had been picked up by Sky News, MSN and Yahoo and on air and online by over 40 radio stations across the UK, including Capital, Heart, Gold, LBC and Classic FM.

The campaign runs through to Mother’s Day and aims to get some of the 183 million items of outgrown baby clothing stashed away in UK homes back into circulation, by collecting them in at selected Mothercare stores and working with charity partners to gift them on to local families.  Along with national news and regional radio stations, we targeted parenting titles and have also picked up some lovely coverage on this front.

The one we hadn’t quite expected was the North Korea Times, but we’ll take that as a marvellous bonus.

If you have outgrown clothing for 0-3 year olds that you’d like to give a new lease of life, you can find out more about the campaign here.