Creative Showcase

Imagine / CJ Foundation for SIDS

Submitted By Jerry Della Femina

Description

Della Femina Rothschild Jeary & Partners is introducing a two-pronged campaign designed to raise the awareness of the threat of Sudden Infant Death Syndrome. The marketing effort is comprised of two individual communications approaches that complement one another to present both the anguish of parents who have suffered through the horror of SIDS and to celebrate the potential of every newborn baby.

Objective

To raise the public consciousness about SIDS and to elevate the importance of SIDS as a worthy cause that deserves greater attention and support from the public, at large.

Technical Challenge

This campaign faced the challenge of depicting the emotional anguish of a mother’s loss. To achieve that, we created a dark, emotionally rich abstract setting and photographed the subjects, mothers who lost babies due to Sudden Infant Death Syndrome, cradling the babies no longer there. Perhaps shortly thereafter, or years later, the heartbreak remains.

Credits

Related Items

Temerlin Advertising Institute / SMU Client: Six Flags Fright Fest Title: Scary Fun

Arnold Worldwide Client: National Association of Realtors® Title: Made For This

Jerry Della Femina Client: CJ Foundation for SIDS Title: Every Baby Counts

Arnold Worldwide Client: CenturyLink Title: Two Sides