BabyLove Champions Premmie Babies With Social Initiative via BWM Dentsu
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.
CREDITS
Client: BabyLove
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
Please login with linkedin to comment
BabyLove BabyPics Blue Boat jeff gomez Miracle Babies FoundationLatest News
Silverbullet Achieves Adobe Audience Manager Specialisation
Silverbullet Data Services Group (Silverbullet), has become one of only four businesses globally to achieve Adobe Specialisation in EMEA for Adobe Audience Manager. Adobe Specialised Partners are acknowledged as the most skilled technical practitioners throughout the global partner ecosystem. Specialisations are earned after organisations achieve a level of certified expertise in an Adobe solution and […]
Biologi Recruits Aussie Model Samantha Harris As New Ambassador
Samantha Harris shines as Biologi's new global ambassador. inspiring confidence in women by encouraging them to be comfortable in their own skin.
Adobe Launches Adobe CQ To Measure Creative Aptitude
Adobe today launched Adobe CQ (creativity quotient), an evaluation tool designed to measure enterprise creative aptitude and capability across teams and organisations. The persona-based test will help leaders understand how to use creativity, cultivate it and accelerate skills development. Adobe managing director for ANZ Suzanne Steele [feature image] said: “With the exponential growth of technology and […]
General Mills Partners With Zyper To Build Virtual Superfan Communities
Food company General Mills has partnered with Zyper, a marketing platform that connects brands with their superfans, to build virtual fan communities for General Mills’ brands. As part of the agreement, General Mills will use Zyper’s software to initially identify the Betty Crocker and Fibre One brands’ top one per cent of fans on social […]
Facebook Pledges $500,000 To Group Admins Across Australia
Facebook is continuing its Facebook Australia Groups Impact Fund, today announcing $500,000 in funding for the program. The grant was originally designated for bushfire recovery groups, however, has now been extended to local communities across the country who might be facing hardship. Facebook said it is on the lookout for groups that have a positive […]
SMH & The Age Book Critics Resign To Protest Lack Of Diversity
It's not often you hear "cranky" and "book critic" in the same sentence, but these are the crazy times in which we live.
Canon Australia Named Official Imaging Partner For Sydney Zoo
Canon Australia has today become the first official Imaging Partner of Sydney Zoo. The two-year partnership will see the two experience-led organisations bring to life a variety of on-site and digital platform photographic and creative print activations; each with the purpose of extending the creative and educational experiences of every guest to Sydney Zoo. From […]
Daily Telegraph Loses Geoffrey Rush Appeal
Judge says Geoffrey Rush can keep the cash, however, warns him about making any more 'Pirates Of The Caribbean' sequels.
France Bans Visually Stunning Bike TV Ad, Says It Creates ‘Fear’ Of Cars
Sadly, B&T's had to give up cycling to work. It was less a traffic issue, more a heaving, sweaty, gasping, unfit issue.
“He Is From Another Planet”: Calls For Lionel Messi’s Jersey To Go In NASA Museum Via VMLY&R Argentina
One thing's for sure, put Lionels Messi or Richie in a headline & you're guaranteed reads. Such is the power of Lionels.
Burger King Turns McDonald’s Into Its Own Takeaway Restaurants In Latest Stunt
Got a creepy ex who won't take the hint & bugger off? It's arguably how McDonald's feels about Burger King's marketing.
Hygiene Company Bodyform Tackles Advertising Taboos In Incredibly Emotive, Powerful & Raw #WombStories Campaign
New feminine hygiene ad tackles advertising taboos. The practise of advertising voodoo is not tackled, however.
Xero Launches Love Song To Australia’s Accountants And Bookkeepers After An EOFY Like No Other
No one ever wants to sit next to the accountant at a dinner party, except at tax time when they become briefly cool.
Val Morgan Creates Epic Michael Jordan Throwback To Mark The Reopening Of Aussie Cinemas
Not suffered that feeling of being completely ripped-off during CV-19 lockdown? Good news, as cinema candy bars re-open.
New opr Report Says Comms Set For Significant Change Due To Three Major “Macroforces”
B&T's not read this report, but judging by that printing & binding it's a helluva ritzy affair by the looks of things.
Meet The Women Leading Tech: Lenovo ANZ Marketing Lead Sara Palmieri
There's no doubting that saying "Lenovo's Sara Palmieri" would sound better done in the accent of an Italian Lothario.
Shootsta Wins Orica, Vision Australia And Veolia As Demand For Webinar Continues
A pivot towards producing digital webinars, podcasts and animations for clients has seen global vid tech scale-up Shootsta win several new major clients. Since March, Shootsta has secured local work with Orica, The Royal Commission, ASG Group, Teachers Mutual Bank, Savills, Veolia, Vision Australia and Sydney Children’s Hospital Foundation. Globally, it has won contracts with […]
Sydney’s The Star Goes In-House For New “Are You In?” Campaign
The Star tries to broaden visitor appeal beyond pissed NRL players, The Triads & outlawed bikie gangs in new campaign.
Netflix Taps Bozoma Saint John For CMO Role
Netflix announces its third CMO in just 12 months. Fear not, tigers aren't suspected of playing a role.
Government’s Cash Splash Helps Save M&C Saatchi’s Bottom Line
Who doesn't love a government client on the books? Apart from the bureaucracy & public servants in tan polyester slacks.
We’re Back In Business, Baby! B&T Awards 2020 Open For Submissions!
The B&T Awards return! And, judging by the lead image, someone's also decided to wear lime pantaloons & orange sneakers.
FILA China Appoint Creative Agency Paper Stone Scissors
Paper Stone Scissors staff brushing-up on their "nǐ hǎos" & adoration for Premier Xi Jinping after winning FILA China.
Wednesday TV Wrap: Aussies Once Again Tuning In To News In Droves
If telly rating numbers were a far off galaxy, B&T's daily wrap would be the radio telescope at Parkes. Or similar.
Facebook Responds To Advertiser Boycott
Facebook has responded to the current advertiser boycott and it's both direct with just the right smattering of grovel.
Audiences Strengthen As More Australians Get Back To Fitness
Val Morgan Outdoor (VMO) has revealed that audience numbers are averaging 60% pre-COVID levels at VMO Active fitness centres across the country. Western Australia, where health clubs were the first to reopen in May, is now sitting at a 12.4% week-on-week increase, with a return-rate of 72% overall, which Val Morgan anticipates will be reflected […]
Sparro Promotes Hannah Jones To GM
Independent digital marketing agency, Sparro, has today announced the promotion of Key Account Director, Hannah Jones, to General Manager. Jones, who joined Sparro in September 2017, has played a pivotal role in shaping the agency’s unique and award-winning culture and expanding the company’s client portfolio. Sparro Co-Founder and Partner, Morris Bryant, said appointing Jones as […]
IMAA Study: A Third Of Aussie Indie Agencies Expect Media Spend to Return In September
If ever a month had the weight of expectation on it, it's September as this new study into indie agencies proves.
Jardin Anderson Joins Emotive As Senior Creative
Integrated Creative Agency, Emotive, today announces the appointment of Jardin Anderson as Senior Creative. Jardin joins Emotive’s creative team with plenty of adland experience including roles at The Glue Society, M&C Saatchi Sydney and DDB Melbourne. Jardin Anderson said: “ I am super excited to be a part of the Emotive creative collective. The creative […]
Global Agency 180 Kingsday Redefines Its Brand Consultancy With Launch Of TILT
https://www.180kingsday.com/tilt
Retail Out-Of-Home In Combination With Television Delivers Greater Impact
Shopper Media today released findings from its latest ‘Media Multiplier Effect’ Shopper Study, confirming that using retail OOH in conjunction with television advertising will deliver greater efficiencies for brand and product campaigns. Jamie Hollebone, Shopper Media’s Head of Revenue (pictured), says, “The findings indicate that a combination spend on TVC and retail OOH will boost […]
