BabyLove unveils Baby Pics photo stamps for premature babies
Baby product retailer BabyLove is encouraging parents of premature babies to share photos of their child through the app Baby Pics, by overlaying photos with personalised ‘stamps’.
Created by BWM Dentsu, the ‘Premmie Proud’ campaign is a partnership between BabyLove, Miracle Babies Foundation and Baby Pics, and includes hand-made photo overlays, aiming to appeal to parents with premature babies who can share moments only other parents of premmies can relate to.
The app features decorative ‘stamps’ that can be applied to photos with lines such as ‘Little Fighter’ and ‘Lightweight Champion’.
Barbara Sault, CEO at Unicharm Australia, said BabyLove hoped to give parents the chance to experience the joys they miss out on in the first weeks of their child’s life.
“Parents of premmies can miss out on experiences other new parents take for granted, and one of these is sharing pictures of their newborn” Sault said.
“Unsure of how others may respond to seeing their baby in hospital, parents often avoid posting photos altogether. We hope the ‘Premmie Proud’ campaign can go some way to changing this by encouraging parents to show how proud they are of their little miracle.”
Skye Forbes, co-creator of Baby Pics, hopes the new, premature specific features on the app will make a difference to families.
BWM Dentsu Sydney’s executive creative director, Asheen Naidu, said the agency was honoured to work on a project so “meaningful”.
“It was a labour of love for all of us and we hope our little campaign will make a difference to the lives of premmie families,” Naidu said.
The campaign will feature on YouTube and Facebook as well as across the BabyPics app.
The new features are available permanently on the BabyPics app.
