Did you know that, in Romania, 1 out of 10 babies is born prematurely? Premature new-borns need assistance from the very first second of their lives, but maternities in the country often lack sufficient equipement to help the babies.
That's why, in 2013, Dorna, part of the Coca-Cola group, launched in partnership with the Save the Children NGO a campaign that successfully equipped 15 maternities in Romania with modern incubators and tools to provide care for premature babies.
In 2014, the campaign extended and the brand wanted to involve people in the effort to support the cause in a memorable way.
Having a premature baby takes an enormous toll on the parents. For what can last from a few days to weeks and even months, worried mothers are left waiting and praying that their baby will make it. And the worst part? Mothers only get a few minutes everyday to see their newborns. The rest is panting up and down the corridor and staring blankly through the separating window into the incubator room.
As long as the mother is alright, the baby will be too.
Thus, we transformed the waiting into a time to rebuild hope with the support of people from all over the country.
Windows of Hope
Since mothers spent most of the waiting watching their babies through the separating glass between the corridor and the incubator room, we transformed the glass into a Window of Hope. We pasted a special transparent screen over the window, then projected encouraging messages from users right there. This way, we added a much needed filter of hope that brought smiles on the worried mothers' faces.
Users could send their messages of encouragement from the campaign website or a dedicated mobisite.
The documentary of the activation with footage from the Polizu Maternity in Bucharest and testimonials of mothers and neonatologists.
(The video is in Romanian, but you can enable translation on Youtube to basically any language you fancy. Please do that.)
