A few years ago, Jaime spoke to a gathering of March of Dimes officials from across the state, sharing our story and offering some ideas. One of them was emphasizing the need to let people in the NICU know that the March of Dimes is THE organization doing the most to fight prematurity. (Heck, the March of Dimes invented the NICU concept!)
Coincidentally, the chapter had been speaking with the brilliant folks at the Richards Group, the nation's largest independently owned ad agency. Their unforgettable campaigns include the Eat-Mor-Chikin series for Chick-fil-A, the "We'll leave the lights on for you" ads from Motel 6, plus Corona, Home Depot, Fruit of the Loom and others.
The ads they came up were made with the idea of letting people know the March of Dimes is there for them. To make this connection, people are urged to visit the organization's popular Share Your Story Web site.
The ads began in 19 of the 65 Level III NICUs in Texas -- the ones like Medical City that deal with the toughest cases. They went over so well, the campaign has been launched in California and Florida, plus made available to all the states in the March of Dimes' Western Region. It may soon move to the East, too, essentially making it a national campaign!
The ads are stark -- a lot of white space with tiny footprints next to them. (No, not ours, but we like the way they think!) Next to the feet are the words:
She's 2 lbs., 6 oz. Yet you're
the one who feels small.
In the bottom right-hand corner, the ad continues:
Sometimes parents need life support too. Our community of over 20,000 NICU families is here to help. Their stories of hope and inspiration are proof that they've walked in your very footsteps, no matter how small.
Visit us online. Read their stories. And share your own.
Below are scanned versions of the various items being used in the campaign, followed by pictures from a visit to the Richards Group and our delivery of materials to our favorite NICU, Medical City.