To raise awareness of MetLife’s ChildShield product and its practical support for families during a child’s illness or hospitalisation, we ran a broadcast campaign positioning MetLife as a trusted ally for parents facing unexpected challenges. Using Paula Radcliffe as a credible and relatable spokesperson, we highlighted the emotional and financial toll these events can have on working parents. As part of the campaign, we commissioned research showing that 77% of children want their mum when they’re ill—reinforcing the emotional weight families carry and the need for reliable, accessible protection like ChildShield.