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Client:
March of Dimes
Campaign:
Take the Call
Title:
"IV"
Objective: Raise awareness of March of Dimes and soften beachhead for telephone campaign targeting Washington business executives.
Problem: Our research showed that while most people have a favorable opinion of the March of Dimes, there's low awareness of the agency's mission: saving babies.
Solution: A campaign on the perils of prematurity. It compares necessary, but artificial, life-saving devices to life in a mother's womb. Rather than showing obligatory baby pictures, we use unusual imagery. This IV bag illustrates a health problem faced by undersized premature babies: the inability to breast-feed.
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