Description
Johnsons Baby’s Project Golden Minute aimed to create awareness and actionable intent about the criticality of the first minute after childbirth, the Golden Minute. 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 second of the golden minute is deeply felt before neonatal resuscitation saves a child’s life. We used Sohar, a traditional song sung to bless and protect a baby, to highlight the moment. In the film we have used the song not just as a background track, but as the very soul of our story, contrasting it with the piercing silence of a breathless newborn. Lyrically, it is a prayer for hundred years to make the silence of that first sixty seconds feel heavier. We kept the music rooted in its soil by using raw, unpolished female vocals and traditional instruments. The song was released on Spotify & all the revenue from streams went into scaling up the intervention.
