BabyLove is encouraging parents of premature babies to share their little miracle with the new Premmie Proud campaign.
Created in partnership with the Miracle Babies Foundation, and the world’s leading baby photo sharing app, Baby Pics, the Premmie Proud initiative offers parents of premature babies a new way to share their experiences with the world.
The campaign, which launched this month, features a range of new, hand-crafted photo overlays exclusive to the app that speak directly to the moments only premmie parents can relate to, such as graduating from the NICU (Neonatal Intensive Care Unit) and being a ‘Little Fighter’.
Barbara Sault, CEO of Unicharm Australasia, said BabyLove wanted to give parents of premature babies the chance to experience some of the basic joys they so often miss out on during the first few weeks of their children’s lives.
“In Australia, 8.6 per cent of babies are born pre-term annually, and this number is increasing. Parents of premmies can miss out on experiences other new parents take for granted, and one of these is sharing pictures of their newborn,” Smith said.
“Unsure of how others may respond to seeing their baby in hospital, parents often avoid posting photos altogether. We hope the Premmie Proud campaign can go some way to changing this by encouraging parents to show how proud they are of their little miracle,” she added.
The launch video features Australian mothers whose babies were born prematurely discussing their reasons for shying away from sharing photos on social media, followed by their reaction to the Baby Pics app.
Skye Forbes, co-creator of Baby Pics, said the addition of premmie-specific features to the app had been received with overwhelming positivity.
“It’s a small change that we believe will help make a big difference for premature families. Because no one should be more proud of their baby than a premmie parent,” said Ms Forbes.
Asheen Naidu, executive creative director of BWM Dentsu, Sydney, said the agency was honoured to have been a part of the Premmie Proud project. “It’s not often you get to work on a project as meaningful as this. It was a labour of love for all of us and we hope our little contribution will make a difference to the lives of premmie families.”
The Premmie Proud campaign launched on Monday, 6 February, and will be featured on YouTube, Facebook and within the BabyPics app.
Assistant Brand Manager – Baby Care, Unicharm Australia: Mae Mizuno
Marketing Manager, Unicharm Australia: Debra Smith
Client: Miracle Babies Foundation
General Manager, CoFounder, Counsellor: Kylie Pussell
Corporate Relations Consultant: Natalie Speranza
Western Sydney Coordinator: Frances Pellegrini
App Partner: BabyPics
Co-Creator of Baby Pics: Sky Forbes
Agency: BWM Dentsu
Chief Creative Officer: Rob Belgiovane
Executive Creative Director: Asheen Naidu
Creative Group Head: Denny Handlin
Creative Group Head: Jon Foye
Head of Onscreen: Margot Fitzpatrick
Senior Producer: Paul Johnston
Planning Director: Moensie Rossier
Senior Account Director: Andrew Henderson
Account Manager: Ashley Martin
Design Director: Eeuwout ‘Dutchy’ Baart
Production Company: Blue Boat
Director/DOP: Nick Price
Editor: Brendon Killen
Sound: Speed of Sound
Latest emma figures show news brands continue their digital growth trajectory with an eight per cent increase for the 12 months to December 2020. The latest release of emma (Enhanced Media Metrics Australia) for the 12 months to 30 December 2020 shows an eight per cent increase in digital readership compared to the same period […]
In this guest post, Hulsbosch’s creative director Marcel Wijnen, casts his design eye over what truly makes a brand and says it’s all about being true and essential… To do simple – and to be original – is a truly tough task. Not impossible, but not easy. Naturally, we can get lost in ‘striving for simplicity’ […]
Seven Victorian charities are uniting for a month-long virtual fundraising challenge - Power Up 2021 - between 28th February and 28th March. There’s no denying that 2020 affected everyone, but small charities experienced a huge drop in much needed donations and it is hoped the Power Up campaign will bring fundraising back to life.
South Australia’s largest independent supermarket chain, Foodland – with its unforgettable jingle “Foodland, the mighty South Aussies, yeah” – will launch a new campaign on 7th March. The campaign coincides with the chain’s $251m expansion program to open twenty-five new stores, revamp fourty-seven and create 2,500 new jobs over the next five years. Agency KWP! […]
A-listers turned out to Klarna's Sydney party last night. It did move significantly down the alphabet on B&T's arrival.