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When a baby is born, parents love sharing the news on social media. But if the baby comes prematurely, you won’t always hear about it. BabyLove Nappies wanted to change this.

the idea
photos
designs

How a small social initiative transformed social behaviour around premature babies

Problem

Solution

We created Premmie Proud, a social initiative to help encourage parents of premature babies to share their little miracle with the world. Designed with the Miracle Babies Foundation, and the world’s number one baby photo sharing app, BabyPics, it’s a new range of hand-crafted photo overlays in the BabyPics app, created specifically for premmies. 

Case Study

The designs

Every design was hand-crafted to celebrate the unique moments only families with premature babies experience.

The photos

The results

In less than three weeks: 

Over 3.5 million media impressions

28% increase in BabyLove brand awareness

But most importantly, over 10,000 parents have used Premmie Proud to share their little miracle with the world

case study

$15,000+ raised for Miracle Babies Foundation

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