The problem
RSV hospitalizes more babies under a year old than any other condition. Midwives and OB-GYNs are key to informing parents-to-be about timely RSV protection. However, this audience tends to focus on the immediate needs of the person in front of them, making it crucial to deliver a direct message about being direct.
A direct message
If babies could talk, they’d cut to the chase. Speaking in their uniquely straightforward way, they’d urge midwives and OB-GYNs to be clear and direct about RSV protection, ensuring parents understand the importance of acting early.
Adult personality
In a market filled with soft, lifestyle depictions of adorable babies, we disrupted the norm. Collaborating with Kelvin Murray, we captured babies with striking, direct gazes and expressions full of adult-like determination, creating a bold, memorable campaign.
