Reframing the most common sound to be music to every mother's ears.

Most people know March of Dimes as the non-profit that helps babies born premature. We were tasked with introducing the organization to the 9 out of 10 women who do not experience birth complications through a campaign that centered on the idea that the sound of a healthy, happy baby is the sound of a healthy, happy tomorrow. We did it with Lullacry – a version of the familiar Brahm's Lullaby made from a sound that's also familiar to parents - the cries of infants. The campaign video and accompanying two-hour YouTube mix were designed to comfort and sooth the nerves of crying babies and new parents by finding the music in something that's usually just heard as noise.

With over 112 million impressions from publications including Huff Post, Little Black Book, and Ad Age, the campaign gathered more than three times its original earned media goal, bringing attention to a very deserving organization and earning a Shorty Award along the way.