Idea: Show parents-to-be that choosing the right NICU program can make all the difference in their baby’s new world. A fully integrated campaign was originally conceived for St. John’s Hospital.

The idea was then donated to the Milwaukee Health Department where it has developed into the one of the nation’s longest running PSA campaigns for a decade now, and still going strong in 2018.

Headline: Incredibly strong outcomes for high-risk pregnancies. Copy: Of course, not every baby will grow to exhibit miraculous strength. But with a 93% survival rate, among the nation’s highest, we can give your baby hope for the best possible outcome. Power to the baby.

The Health Department’s objective is educating parents on pre-natal/post-natal care and free community assistance programs.


The design has evolved and mediums grown over the years. The original babies might just be in college before all is said and done.

> Back to ideas