OVERVIEW

Addressing the serious problem of shaken baby syndrome in West Virginia, this multi-faceted award-winning media campaign designed for young dads/caretakers, conveys a simple but honest message -when a baby won't stop crying, make sure everything is OK and take a break. The "KEEP YOUR COOL" campaign is produced with our partners at TEAM for West Virginia Children / Prevent Child Abuse West Virginia.

 

STRATEGY

Utilizing a variety of media from radio, TV and web, we worked with client and their partners to develop honest, straightforward, peer-to-peer creative that reminds young dads they're not alone –while reinforcing the main message: KEEP YOUR COOL. 

MEDIA

In addition to social media and TV campaigns, tens of thousands of posters, brochures and have been delivered to hospitals and social outreach centers statewide. Our original TV and radio spots have been picked up by organizations in other states including Maine and Oklahoma, where they have also been translated in Spanish.