Creative Showcase

Every Baby Counts / CJ Foundation for SIDS

Submitted By Jerry Della Femina

Description

Della Femina Rothschild Jeary & Partners is introducing a two-pronged campaign designed to raise the awareness of the threat of Sudden Infant Death Syndrome. The marketing effort is comprised of two individual communications approaches that complement one another to present both the anguish of parents who have suffered through the horror of SIDS and to celebrate the potential of every newborn baby.

Objective

To raise the public consciousness about SIDS and to elevate the importance of SIDS as a worthy cause that deserves greater attention and support from the public, at large.

Technical Challenge

How do you get a baby, less than a year old to stand on a stage perform and wave to his or her adoring public? You don’t, but you do with the miracle of digital imaging. So the future first female American president waves to the delegates at a National Convention, a future Bono rocks out in front of delirious fans and a future All-Star baseball player stands with his team while the national anthem is being sung in front of a packed stadium.

Credits

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