Work Tommee Tippee – Tip in for Little Miracles

Deliverables
  • Creative Ideation
  • Video
  • Copywriting
  • Web content
  • Social Media Strategy & Content
Overview

In 2017, Tommee Tippee asked Icon to create a campaign to support a donation drive for Australia’s leading organisation supporting premature and sick new-borns, Miracle Babies Foundation, as part of World Prematurity Day on November 17th.

 
Background

AN IMPORTANT CAUSE

Every year around 48,000 new born babies in Australia require the help of a Neonatal Intensive Care Unit (NICU). Of these babies, 27,000 are born premature. Without the vital care and attention of the hospitals and staff that care for them, most wouldn’t survive.

Challenges

GENERATE AWARENESS AND CALL ON PEOPLE TO GIVE TO A WORTHY CAUSE

Due to the highly sensitive nature of this issue, we recognised that our communications needed to take into consideration the feelings of everyone affected by premature birth and illness. It was crucial that the campaign conveyed the significance of the issue and the importance of donating with sincerity and dignity.

Solution

A TRUE STORY

Most premature babies would never survive without the vital care of our NICU units. To highlight these little miracles and the reason for our donation drive we created a campaign to celebrate a preemie making it to their originally expected date of birth. We filmed ‘Baby Piper' at Monash Children’s Hospital, on her expected birthday, 140 days after she was actually born.

An emotive video presented the problem and solution, and utilised optimism and positivity to encourage people to donate. The content was supported by PR activity that generated digital and social engagement in the lead up to launch and drove people to the client’s website to donate.