The One Show
The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.
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Category
Non-Profit - Collateral Design - Single or Series / Collateral Design - Single or Series
Annual ID
DE16044B
About the Work
Challenge: Studies show babies born into poverty are talked and read to far less than middle class children. This lack of words has lifelong consequences on their child’s brain development. Parents know they should talk to their child but they’re overwhelmed. IDEA With help from early childhood experts we created a line of garments that turned all the daily mother-baby moments into opportunities for moms to talk, read and sing to their babies. We partnered with hospitals so doctors could distribute our garments during pediatric checkups. RESULTS: Among participating families: 48% improvement in child’s talking and vocabulary. 42% improvement in child’s interaction and awareness. 92% improvement in parent-child relationship. A partnership with the White House for a national launch. Over 86,000 garments distributed. 153 million media impressions.
2016 Awards
Total Points: 10
Bronze Pencil
Credits
Agency
Goodby Silverstein & Partners / San Francisco
Art Director
Andrew Livingston
Group Creative Director
Nick Klinkert
Executive Creative Director
Jeff Goodby
Writer
Simon Bruyn
Agency Producer
Noah Dasho
Suzee Barrabee
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