Narrative Media collaborated with Avoq and the New Jersey Department of Children and Families (NJDCF) to produce a series of TV spots promoting the new Family Connects NJ program. This initiative provides in-home nursing visits to families welcoming a new baby, whether through birth or adoption.

Our team was responsible for developing the creative concepts, writing the scripts, and managing all aspects of filming and editing. We aimed to capture the uncertainty that many parents feel, which led us to the recurring theme, “Is it supposed to…?” By focusing on the common questions new parents often have, we crafted spots that resonate with a wide audience, from first-time parents to those with multiple children, appealing to both younger and older viewers alike.

We developed three character sets: Nursing Mom, Bjorn Mom, and Diaper Dads. Each group of parents faced a different challenge or uncertainty, which was later addressed and resolved by the visiting nurses from the Family Connects NJ program.

We shot the entire series in a rented, three-room house, utilizing every space in the production. To create an authentic atmosphere, we brought in set stylists to furnish the rooms, making them feel like real homes of new parents.

Along with the video spots, we also delivered still photography, which was featured in physical pamphlets and digital ads.