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Category
Community Building
Annual ID
OS_PR17013B
About the Work
Projects intended Purpose The purpose was twofold. Raise money for the Miracle Babies Foundation, but also create a change in social behavior towards the subject of premature babies. The importance of the placement of the work 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, if the baby comes prematurely, people don’t share. This made social the perfect place to tackle this issue. Cultural background needed to understand the work There is a social awkwardness or discomfort that comes with the subject of premature births, where premmie parents are afraid to post pictures of their baby and friends and family don’t really know what to say to premmie parents. We needed to change behavior in this very space.
2017 Awards
Total Points: 10
Bronze Pencil
Credits
Agency
BWM Dentsu / Sydney
Production Company
Blue Boat / Sydney
Chief Creative Officer
Rob Belgiovane
Designer
Eeuwout "Dutchy" Baart
Director
Nick Price
Editor
Brendon Killien
Executive Creative Director
Asheen Naidu
Producer
Paul Johnston
Agency Producer
Margot Fitzpatrick
Content Strategist
Moensie Rossier
Creative Team
Denny Handlin
Jon Foye
Andrew Henderson
Ashley Martin
Music / Sound
Speed of Sound
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