General Information:
Strategic approach:
Strategic approach: The strategy aimed to expose the bitter and sad truth of the highest rate of mortality for
preterm babies in Europe, with 1.200 preterm babies dying each year. The lack of equipments being one of the main causes. First, an awareness and engagement pillar behind the hard statistics showing parents celebrating "in absentia" the first birthday of their child. Second, a social media influencer pillar of the campaign, aimed to gather donations for the reconditioning and modernisation of the Polizu Maternity in Bucharest, focused on the "preaniversary" with two months before the real anniversary of the influencers.
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