Title	CHILDFUNDING
Brand	FONDS GEZOND GEBOREN
Product/Service	FONDS GEZOND GEBOREN
Category	F02. Low Budget Campaign
Entrant	J. WALTER THOMPSON AMSTERDAM, THE NETHERLANDS
Idea Creation	J. WALTER THOMPSON AMSTERDAM, THE NETHERLANDS

Name	Company	Position
Marcel Hartog	J. Walter Thompson Amsterdam	Executive Creative Director
Bas Korsten	J. Walter Thompson Amsterdam	Executive Creative Director
Joost van Nistelrooij	J. Walter Thompson Amsterdam	Creative
Oscar Flinterman	J. Walter Thompson Amsterdam	Creative
Mats Wilke	J. Walter Thompson Amsterdam	Creative
Ruben van Dijk	J. Walter Thompson Amsterdam	Creative
Michael Jansen	J. Walter Thompson Amsterdam	Senior Creative
Joeri Kiekebosch	J. Walter Thompson Amsterdam	Sr. UX Designer
Emmanuel Flores	J. Walter Thompson Amsterdam	Creative Technologist
Mickel van Kouwen	J. Walter Thompson Amsterdam	Big Pitcher
Lisa Merelle	J. Walter Thompson Amsterdam	Business Director
Charlene Thomas	J. Walter Thompson Amsterdam	Concept Producer

The Campaign

Whenever you check your Facebook timeline, it’s filled with healthy babies. Proud parents share countless pictures of their newborn baby. We have found a way to put this social behavior to use for a good cause. We’re making these babies our ambassadors. That’s why we’re asking people to upload a picture of their baby on social media, only this time through our campaign website. The baby automatically becomes an ambassador, with his or her own ambassador’s page. This page is then shared on the parents’ social media channels, where the new ambassador explains the problem and asks for donations.

The Brief

• Overall budget Our budget was 0 euros. The Born Healthy Foundation is a foundation/charity in its first year of establishment with minimal funds. Hours of concept development and implementation and the costs of production were donated by J. Walter Thompson and its suppliers. • Media spend Media spend was 0 euros. • Cost per piece The basic out-of-pocket costs (5,600 euros) were paid by the client.

Creative Execution

Implementation We direct as many people as we can to our campaign website: https://ambassadeurs.fondsgezondgeboren.nl/. There they can read about the existing ambassadors and sign up their healthy newborn ambassador. This is done by uploading a picture through our website and sharing the ambassador’s page that is created through their media. Timeline Our campaign was launched last November (2015) and is ongoing. Placement We recruit our ambassadors in all the places that parents visit, such as maternity clinics and hospitals, giving the campaign a kick-start. We use flyers and posters to direct people to our campaign website. We use our website and social media channels to promote our ‘child funding’ campaign. Everyone who donates receives a personal video in which one of our ambassadors says thank you, or at least tries to. Scale We want Dutch society, and new parents in particular, to be deeply touched and initiate social action.

Results

Business impact – sales, donations, site traffic The Born Healthy Foundation website was new and unknown with an average of 50 daily visitors. After the campaign launch, the number of daily visitors almost quadrupled to 175, with 8,246 unique visitors so far. The Born Healthy Foundation has also received a significant number of donations from professional organizations, private and capital funds and individuals. Response rate Forty-four new parents signed up their healthy newborn babies as ambassadors. A brave gesture when you consider that parents’ feelings of gratitude mean that they don’t want to think about what could have gone wrong. They provided the additional content that led more people to our website. Change in behavior Not only did website visits increase, people obviously studied the problem in more depth. Almost 20% of visitors came back, looked at more webpages and stayed up to an impressive nine minutes on the website.

With a very limited budget, we successfully reached new parents and cultivated their positive emotions to recruit more and more ambassadors for the Born Healthy Foundation. Since parents already share countless photos of their newborns on social media, all we had to do is channel their joy and gratitude to make their healthy newborn baby an ambassador. And so they did. No less than 8,246 interested people visited our campaign website and stayed up to nine minutes on the ambassadors’ pages indicating serious engagement with the issue. We recruited dozens of ambassadors.

Data gathering In the Netherlands, 500 babies are born daily. Four will die due to premature birth or complications -a shocking 1,400 stillborn babies per year. Target audience (consumer demographic/individuals/organisations) We want to inform future parents, young parents and all around them about the risks of premature birth. Their involvement with healthy newborn babies is extremely high. Approach To spread our story we need ambassadors. Who could be a better ambassador than a healthy newborn baby? Parents already share photos of their newborns on social media. All we have to do is channel their joy and gratitude to make their newborn an ambassador. Call to action Parents can make their newborn an ambassador by uploading a photo. The site creates an ambassador’s page and shares it through social media. The ambassador does the rest by asking people to follow the story of the Born Healthy Foundation, share or even donate.