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. The heart of the intervention was the oldest birthing influencer, traditional Indian midwife, Dai Maa. Our film was set inside a rural birthing facility where every long second of the golden minute is deeply felt before neonatal resuscitation saves a child’s life. The long form film was posted through brand handles on social media and run in theatres across 8 centres where it was very well recieved. The film beat brand, category benchmarks of organic performance & view-through, while also impacting brand uplift scores.
