PREMMIE PROUD

Short List
TitlePREMMIE PROUD
ClientBABYLOVE
Product / ServiceNAPPIES
CategoryE08. Community Building / Management
EntrantBWM DENTSU Sydney, AUSTRALIA
Idea Creation BWM DENTSU Sydney, AUSTRALIA
Media Placement DENTSU MITCHELL Melbourne, AUSTRALIA
PR HAYSTAC Sydney, AUSTRALIA
Production BLUE BOAT PRODUCTIONS Melbourne, AUSTRALIA

The Campaign

When a baby is born, parents love sharing the news on social media. But if the baby is premature, you won’t always hear about it. So BabyLove, the Miracle Babies Foundation and the world’s no 1. baby photo sharing app, BabyPics, created Premmie Proud – a new social initiative that encouraged parents with premature babies to proudly share their little miracle with the world.

Creative Execution

We created Premmie Proud, a new social initiative to encourage parents of premature babies to proudly share their little miracle with the world. Designed in partnered with the Miracle Babies Foundation, and the world’s no 1. baby photo sharing app, BabyPics, it’s a new range of hand-crafted photo-overlays within the BabyPics app, created specifically to talk to the moments that only premature families experience, such as graduating the NICU (Neo Natal Intensive Care Unit), and being a ‘Little Fighter’.

In the first three weeks, Premmie Proud was featured on blogs and news sites all over the world – including Sunrise, Australia’s hugely popular TV breakfast show – earning over 3.5 million media impressions. The online launch film was viewed nearly half a million times. We raised over $15,000 dollars for the Miracle Babies Foundation (despite that not being a goal). BabyLove saw a 28% increase in brand awareness. And Premmie Proud is now a permanent part of the BabyPics app. But most importantly, more than 10,000 parents of premature babies have used Premmie Proud to share their little miracle with the world.

We interviewed groups of parents with premature babies through the Miracle Babies Foundation. There was a lot of discussion around the fact that when a baby is born, parents love sharing the news on social media. It’s the one channel where you can reach all your friends and family in one go and therefore perfect to share your pride in your newborn. However, this lead to the discovery that if the baby comes prematurely, people don’t share. Parents of premmie babies feel uncomfortable about exposing their children to any form of judgement, while their friends are unsure what to say or how to express their support. This made social the perfect place to tackle this issue of personal and social discomfort and connect directly with our audience.

Credits

Name Company Position
Rob Belgiovane  BWM Dentsu Chief Creative Officer
Asheen Naidu  BWM Dentsu Executive Creative Director
Denny Handlin  BWM Dentsu Creative Group Head
Jon Foye BWM Dentsu Creative Group Head
Margot Fitzpatrick  BWM Dentsu Head of Onscreen
Paul Johnston BWM Dentsu Senior Producer
Moensie Rossier BWM Dentsu Planning Director
Andrew Henderson  BWM Dentsu Senior Account Director
Ashley Martin BWM Dentsu Account Manager
Eeuwout 'Dutchy' Baart BWM Dentsu Design Director
Links
Website URL   |   Social Media URL   |   Video URL