Description
India leads the world in neonatal deaths, with birth asphyxia, an inability to breathe after birth, as the leading cause. Decisive action in the first minute after birth can increase survival chances by over 50%. Johnsons Baby’s Project Golden Minute aimed to raise awareness and actionable intent about the life-saving revival techniques that can save a baby's life, in areas with limited access to healthcare facilities. At the heart of the intervention were India’s oldest community of birthing influencers, the traditional Indian midwives, Dai Maas. A multimedia campaign was launched to celebrate their role during the Golden Minute, spanning across multiple touchpoints from social media, to in-theatre, print, radio and Spotify. Each touchpoint designed to bring the mom community together in support of the cause. Not only did the campaign beat brand & category benchmarks of organic performance & view-through, it also impacted brand uplift scores.
