Johnson’s has launched its global ‘So Much More’ campaign, which aims to highlight the importance of bath time in nurturing a child’s development.

A survey, commissioned by the firm, of 3,500 parents of young children around the world found that 84 percent of parents felt that bath time is some of the best quality time they have with their child. Yet 58 percent of respondents did not believe that it was important to the development of their child’s brain functions.

Johnson’s So Much More campaign aims to counter this belief by informing parents of the scientifically-proven importance of multi-sensorial experiences in shaping the development of a baby’s brain.

Alongside #SoMuchMore social media promotion, Johnson’s is partnering with parenting advice website BabyCenter on a homepage takeover in multiple countries featuring interactive banner ads.

The campaign will also include TV adverts in English and Spanish incorporating a slow motion production style to showcase bath time as a rich sensory experience for babies.

Scientist will provide expert insight at panel events, which are to be held in seven countries.

Kelly Gottfried, Senior Marketing Director at Johnson’s commented, “We’re on a mission to show parents that every bubble, splash, touch and smell can contribute to baby’s development. We hope to communicate through the So Much More campaign, that there is more to bath time than just cleaning your baby.”