Nothing can beat the feeling of holding your little bundle of joy in your arms.

Oh, hang on...time for a nappy change!

Believe it or not, by the time your baby reaches two, you’ll have got through an average of 4,300 nappies and more than 17,000 wipes!

That’s a lot of nose pinching with one hand whilst trying to attach those little sticky fasteners with the other...

And, if you dispose of baby’s nappies and wipes by flushing them down the toilet...a lot of blocked pipes too.

In the latest commission from Anglian Water, JMS has produced a sixty second infomercial targeted at parents-to-be. The message? To dispose of nappies and wipes correctly in the bin, rather than flushing them.

“Keep It Clear” is being shown on Baby TV, the internal network within hospital neo-natal departments, to build awareness of non-flushable waste clogging pipes which can lead to sewer flooding, pollution and even more bad smells than your newborn!

The ad also extends the animated Anglian Water family, created earlier this year by JMS initially for sponsorship of ITV regional weather forecasts, with baby Jack joining Mum and seven year old Daisy.

Anglian Water’s Collette Parker said:

“A lot of new parents don’t realise it is not OK to flush wipes. The packaging can be confusing and the perception may be that the best place for anything that is contaminated with human byproducts is down into the sewer.

“Baby TV offers us the perfect opportunity to reach mums-to-be and new parents and let them know that unflushables can create blockages that result in pollution, causing a huge amount of misery including destruction to homes and devastation to wildlife.”

To discuss your next infomercial, animation or video project, contact Tom Kay at JMS on 01603 811855.

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