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