On 16 November 2015, Brown launched the Theirworld Birth Cohort project, a £1.5million study aimed at improving the health of women and their children who are born prematurely, at Edinburgh University as part of the Jennifer Brown Research Laboratory. The project will track the development of 400 babies, most of whom are born before 32 weeks, following them through to adulthood, tracking educational attainment to help identify the causes and consequences of brain injury at birth and help speed the development of new treatments that could improve the health of prematurely born babies.
The petition mobilised support and campaigning from a wide variety of organisations and individuals. 2015 Nobel Peace Prize winner Kailash Satyarthi headlined the London launch event in November 2015. Other notable supporters and participants include his fellow Nobel Peace Prize winner, Malala Yousafzai, Justin Bieber, Archbishop Desmond Tutu, Laura Carmichael, the Prime Minister of the Democratic Republic of Congo, Augustin Matata Ponyo, Education International (the world teacher's union), BRAC, World Vision, Walk Free, Muslim Aid, Avaaz.org, Rovio (who created a special Angry Birds level in support of the petition), and Idara-e-Taleem-o-Aagahi in Pakistan.
In February 2015, it was announced that Sarah Brown would be competing in a second Comic Relief special edition of The Great British Bake Off television show, with The Guardian describing the line up as a "cause for celebration".