We're all wired to want to make a baby's cry stop. But a cry can be a very powerful and hopeful thing. That’s why we helped March of Dimes create the world’s first Lullacry – turning the donated cries of real babies into a lullaby to raise awareness of premature births with all mothers, not just those directly affected by it.

The idea soon struck a chord. With over 112 million impressions, the campaign ended up at three times its original earned media goal, bringing attention to a very deserving organization that’s working every day to improve the quality of life for all babies.