The Rotherham Baby Pack:
Delivering essential items to over 2,800 families annually.

In response to Rotherham Metropolitan Borough Council's commitment to tackling inequality and supporting the "best possible outcomes" for its children, we were awarded the contract to source and deliver 2,800 Baby Packs annually after a successful tendering process.

Our challenge was clear: mobilise a complex, large-scale service - procuring over 70,000 items annually - ahead of agreed timelines while ensuring compliance and integration with the NHS systems.

We achieved rapid mobilisation in just four months, exceeding the Council's expectations. This speed was powered by the deployment of our bespoke, in-house IT infrastructure. We created and delivered a secure digital referral form for NHS Midwives at the 24-week scan, complete with ISO 27001 certified hosting and encryption, ensuring absolute data security and compliance from the first touchpoint. Our system provides the Council with live dashboard reporting, giving instant, real-time visibility into registration numbers, delivery statuses, and geographical uptake, all summarised without compromising personal data.

Simultaneously, our creative team designed a bespoke brand identity inspired by Yorkshire’s rich heritage; incorporating a black and white quilt pattern that not only celebrates local pride but also serves a practical purpose for early sensory development through a high-contrast design. This identity carried through to all areas of the project, including marketing material both online and in print.

Beyond this, we also created a bespoke website that contains several useful resources for the expectant parents, such as frequently asked questions, government guidelines on parenting advice as well as detailing the contents of the box and how-to-use videos and guides, which can all be found here: https://www.rotherhambabypack.co.uk/.

This end-to-end expertise, from data security to final-mile delivery, resulted in 100% KPI completion and a 95% satisfaction rating from recipients.

In September 2025, Rotherham Council undertook a survey of the recipients of the Baby Pack scheme to establish user experience and impact. The findings indicate that 99% of respondents indicate that they would recommend it to others. Satisfaction levels are exceptionally high with an average rating of 4.82 out of 5 for pack quality and 4.87 for the registration process. Respondents consistently highlighted the financial relief provided by the pack, with 78% agreeing it helped save money, and 80% noted its role in raising awareness of Family Hubs and local support services.