Prematurity Campaign - "Help 2"

Re:Group

Re:Group Ann Arbor, United States

1406

Title	Help 2
Agency	Re:Group
Campaign	Help 2
Advertiser	March of Dimes
Brand	Prematurity Campaign
Posted	January 2007
Business Sector	Public Safety, Health & Hygiene
Story	ssue: March of Dimes wants your support. Insight: The average person does not realize the challenges of prematurity. Inspiration: Make an emotional connection. Execution: The HELP preemie tee.
Philosophy	To illustrate how tiny these babies really are and bring the message home, instead of a typical poster, we had the word HELP silk screened on the fronts of handmade t-shirts, and pinned a tag to each carrying a promotional message for the Walk with a blue or pink ribbon. The effort was very effective in creating awareness.
Problem	Our challenge was to create communications to spotlight the plight of premature babies, and to encourage employers and their staffs to join in the annual WalkAmerica campaign. Most people dont understand the hurdles premature babies face, such as blindness, retardation, and breathing problems. Some are born so small -- sometimes less than a pound -- that even preemie diapers and clothes are huge on them.
Result	re:group provided: Concept Custom designed promotion
Media Type	Development/Fund Raising
Market	United States
Art Director	Kellie Bambach
Creative Director	Rhonda Huie