Rallying
a million-mom
movement.

March of Dimes: Lullacry

Premature birth is the leading cause of infant mortality in the United States. March of Dimes is a non-profit organization working to change this reality.

Modern Consumer Insight

Brands and organizations that live their purpose occupy a more meaningful place in the minds of consumers. At the same time, consumers need to feel as though the organizations they support directly reflect their own lives and values.

Challenge

We wanted to raise the awareness with all mothers that premature birth is an issue that is relevant to everyone, not just those who are directly affected by it. To do that, we needed to unify parents around something they all could relate to.

Solution

That unifying moment? The first time they heard their babies cry. Instead of donating money, we asked mothers to send their baby’s cry, which we turned into notes of a lullaby. One song rallied millions of new moms around the health of all babies, not just their own.

Results

112M

Impressions


3x

Earned media goal


1.1M

Video Views