Born Too Soon: Decade of Action on Preterm Birth
Creative direction and design of a global campaign to bring attention to the "silent emergency" of preterm birth and its profound impact on women, families, societies, and economies.
CLIENT World Health Organization - Partnership for Maternal, Newborn & Child Health (PMNCH)
THE CHALLENGE
Through a powerful, yet emotional branding, effectively communicate the latest data and human-centred stories that come after a decade of the last global research - presenting the updated estimates on the prevalence of preterm births, revealing that preterm birth rates have remained unchanged worldwide in the past decade, with 152 million babies born preterm from 2010 to 2020.
THE OUTCOME
New branding and overall creative direction of in-person and digital experiences, layout and design of a flagship report and global conference assets with a global social media campaign, with animated video and microsite.
Every year, an estimated 13.4 million babies are born preterm, with nearly 1 million dying from preterm complications. Despite its devastating impact, preterm birth has been a long-underrecognized issue in improving children's health and survival.
The project "Born Too Soon: Decade of Action on Preterm Birth," led by the World Health Organization (WHO) and the United Nations Children's Fund (UNICEF) in collaboration with PMNCH, the world's largest alliance for women, children, and adolescents, aims to bring attention to the "silent emergency" of preterm birth and its profound impact on women, families, societies, and economies.
On May 10, 2023, the project report was revealed to present updated estimates on the prevalence of preterm births, revealing that preterm birth rates have remained unchanged worldwide in the past decade, with 152 million babies born preterm from 2010 to 2020.
Preterm birth is now the leading cause of child deaths, accounting for more than one in five of all deaths of children occurring before their 5th birthday. Preterm survivors can face lifelong health consequences, including an increased likelihood of disability and developmental delays. The report also highlights the widening inequalities related to race, ethnicity, income, and access to quality care that determine the likelihood of preterm birth, death, and disability, even in high-income countries.
Future by Design studio was proud to be the lead creative agency on the project focused on preterm birth, which included the development of a new brand identity, and series of digital and print products to raise awareness and promote action on this critical issue. Our work included bringing the human-centred stories and latest data to immersive and engaging digital and live experiences.
The new brand identity for #BornTooSoon was designed with the aim of raising awareness and support for families and healthcare providers. Our branding highlights the importance and benefits of sensitive care, skin-to-skin contact after delivery, and kangaroo mother care in the well-being of premature babies.
The primary colours are purple - the color of prematurity, and yellow, which symbolizes optimism, energy, joy, and happiness, giving a sense of hope and positivity. The main visual shape, an organic shape representing the mother's uterus and umbilical cord, emphasizes the intimate bond between them. Photos are placed in the polaroid frames to give a personal and human touch to the sensitive topic, as well as the handwritten typeface. The pattern impersonates human skin/fingerprints, symbolizing the vulnerability of the preterm baby.
We believe this branding will contribute to inspire and support families and healthcare providers in their efforts to prevent preterm birth and increase care for premature babies.
The Report's interactive website (www.borntoosoonaction.org) serves as a multimedia journey providing a deeper dive into key data, human-centred stories and solutions.
The final products include:
New branding and overall creative direction
Global communications campaign: Print and social media campaign materials, with an interactive social media toolkit webpage and animated video
An interactive report microsite: A multimedia journey providing a deeper dive into key data, human-centred stories and solutions, and a call to action to join the #BornTooSoon movement: www.borntoosoonaction.org
Creative direction Future by Design
Layout and design Future by Design
Interactive social media campaign and an animated video production Future by Design
Website development in partnership with Fantasive
