When Fatherly partnered with Johnson & Johnson, I worked on an interactive web experience designed to help parents live their values From the Start.

The program brought together expert perspectives and created space for meaningful conversations between parents and children around race, bias, and representation. My focus was on delivering a clean, engaging interactive landing page and mobile experience that made complex, sensitive topics approachable and actionable.

The work received industry recognition from Adweek, M&M Global Awards, Digiday, and Pressboard.

Illustration of a measurement tube, a beaker, and a flask filled with liquids.
A webpage with a title "From the Start" and a subtitle "A Parent's Guide to Talking About Racial Bias." Below the title, there is an illustration of a woman with red hair and two children playing a board game. The children are holding cards, and the woman is reaching for a game piece. There is a message about anti-bias games and activities for kids aged 0-5. 
THE BRIEF

CUSTOM INTERACTIONS & MOBILE EXPERIENCE

To reinforce the theme and tone of the content, we introduced a bespoke custom cursor - a subtle but deliberate interaction detail that made the experience feel considered and purpose-built.

I then translated the landing-page hub into a streamlined mobile experience, preserving the integrity of the design and message while optimising it for smaller screens and real-world use.

The experience was designed to feel intentional at every touchpoint - on desktop and mobile alike.

Selection of six different hand cursor icons in various skin tones, from yellow to pink.
Mobile phone screen displaying a website titled "From the Start: A Parent's Guide to Talking About Racial Bias," with colorful graphic elements, logos of Johnson's, Aveeno Baby, and Desitin, and icons for sharing on social media.
Screenshot of a website page about anti-bias games and activities for kids aged 0-5, featuring an illustration of a woman and a child playing a board game, with statistics about children under 5 in the U.S.
Screenshot of a mobile website page from Fatherly, featuring articles about race and parenting, with a video or slideshow navigation, a 'Read More' button, and a section about a past live event for parents.
A mobile phone screen displaying a website with videos about parenting and family education, including a play button, text, icons, and a family photo.

THE RESULTS

86%

of survey respondents agreed that Johnson’s works to support the health and well-being of all children to help give every child the best start in life. (Source: Nielsen Branded Content Effectiveness Study)

38K+

total visits to the From The Start hub

+7%

increase in purchase intent for J&J Consumer Health Baby Brands

108K+

total engagements

Award Winning Design

The word "ADWEEK" written in large, dark blue letters.
MMG Awards 2021 logo in black and gray

Media Plan of the Year: 24 Strategies That Broke Through

Text displaying 'campaign BIG awards' in black on a black background.

M&M Global Awards 2021
WINNER: the collaboration award

Silhouette of a person sitting at a desk with a computer, illuminated by a desk lamp, in a dark room.

Campaign US BIG Awards 2021
FINALIST, Best Sponsorship

Festival Of Media | North America Awards 2021 Winner

Campaign of The Year, Best Branded Content, Best Campaign Led by Cause, Collaboration Award, & Judge’s Choice