Center for Women and Infants – NICU Tour

The Project

The Center for Women & Infants came to us for help in promoting their Neonatal Intensive Care Unit, which is one of the most advanced in the Permian Basin. The goal was to create an educational and engaging spot that helped to put parents-to-be at ease, knowing that quality neonatal care is always close to home.

The Approach

Our campaign direction was simple; we wanted a testimonial account of real NICU experiences featuring actual NICU patients and their families. In that interest we conducted interviews with current NICU families, collected their stories and developed a narrative that spoke to those emotional touch-points that we knew would be relevant to our audience. By featuring actual NICU families in the spot, we brought an extra level of honesty to this campaign.