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.
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.
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.
Earned media goal
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