|Product / Service||NAPPIES|
|Category||C03. Social Community Building & Management|
|Entrant||BWM 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|
|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|
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.
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.
This goal of this campaign was to shine a light on The Miracle Babies Foundation and parents with Premature Babies. However, we didn’t have a big budget to broadcast our message. We needed to create something that would generate lots of PR to get talked about within the Premature baby community. Thankfully, Premmie Proud was a PR success and now over 10,000 parents of premature babies have been able to proudly 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.