It’s not easy having a premmie baby. You miss out on some of the joys of being a very new parent and in some cases, they’re replaced with worries.
So BWM Dentsu is helping BabyLove to encourage parents of premature babies to share in the miracle of their babies with its Premmie Proud campaign.
The initiative was created in partnership with the Miracle Babies Foundation, and the world’s leading baby photo sharing app, Baby Pics, and features a range of new, hand-crafted photo overlays exclusive to the app that represent the moments only premmie parents can relate to, such as graduating from the NICU (Neonatal Intensive Care Unit) and being a Little Fighter.
Asheen Naidu, executive creative director of BWM Dentsu, Sydney, commented, “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.”
Barbara Sault, chief executive officer of Unicharm Australasia, added, “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.
“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.”
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, noted, “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.”
The Premmie Proud campaign launched on Monday, February 6, and will be featured on YouTube, Facebook and within the BabyPics app.
The Premmie Proud range will be permanently available in the Baby Pics app, worldwide.
Teeny tiny hands = the world’s BIGGEST fighters!! ???? This little ‘Miracle in the Making’ pic absolutely melts our hearts. ?? Tap ▶️ on our ‘Part 1’ Preemie Proud video (a few posts back) to see why we created this special new ‘Preemie Proud’ artwork. (Find our ‘Preemie Proud’ artwork in our ‘Announcements’ category. Link to download ‘Baby Pics’ app in our bio ? @BabyPicsApp #BabyPicsApp
Oh my heart! ❤️?? This little fighter + our “Light Weight CHAMPION of the World” artwork ?? So precious @mtfamilyof5 ?? It melts our heart seeing your #PreemieProud pics! ??? ▶️ Watch our ‘Preemie Proud’ behind the scenes video on our Facebook page to see why we created this special ‘Preemie Proud’ artwork. Find this new artwork in our ‘Announcements’ category. (Link to download ‘Baby Pics’ app in our bio ? @BabyPicsApp #BabyPicsApp
Agency: BWM Dentsu
Chief creative officer: Rob Belgiovane
Executive creative director: Asheen Naidu
Creative group heads: Denny Handlin & 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
Assistant brand manager – Baby Care, Unicharm Australia: Mae Mizuno
Marketing manager, Unicharm Australia: Debra Smith
Client: Miracle Babies Foundation
General manager, co-founder, counsellor: Kylie Pussell
Corporate relations consultant: Natalie Speranza
Western Sydney coordinator: Frances Pellegrini
App Partner: BabyPics
Co-creator of Baby Pics: Sky Forbes