Following the success of the ‘The Bigger Picture’, we created another digital activation that continued to encourage mothers to donate a vaccine against Maternal and Newborn Tetanus (MNT).
Every mum dreams that her baby will have a healthy start to life. So we created the proposal 'Every Mum’s Dream’, a life-saving documentary, consisting of a collection of the 100 million dreams already fulfilled by the initiative. A selection of 8 stories were divided as chapters in a microsite of the Pampers village. Every time ‘play’ was clicked, another vaccine would be donated. The site also contained interactive hotspots while infographics demonstrated how many lives were being saved in real time. Success? Running for almost a decade, our activations have virtually wiped out this deadly disease in the developing world.
Role
Concept + creative art direction @ Strawberry Frog