Heartbeat: All for that First Hello Elevit
Hearing your unborn child’s heartbeat is a major pregnancy milestone for expectant parents. It is, in essence, the first “hello” from their baby.
In China, however, this is something that many moms-to-be experience alone. Expecting fathers are often not allowed to join their wives in the ultrasound room. And that can make a mom’s sometimes lonely journey even lonelier.
“All for That First Hello” was designed to turn the tides.
The film at the center of the campaign brings together three real-life expecting couples and presents them with the ultimate gift: a wearable device that, when placed against the father’s chest, pulsates to the rhythm of their unborn child’s heart.
The effort is a powerful example of work that solves a human challenge. By taking fathers who felt removed from what their wives were experiencing and creating a tangible product that could help make them feel closer to their wife and child, it ultimately reshapes the pregnancy into the shared journey that couples intend it to be.
This campaign left citizens questioning the social issue surrounding pregnancy in China.
Within 24 hours of its launch, it garnered 3.5 million views and
became the top trending Weibo topic.
As of today, it's been viewed over 14.8 million times and
shared across all social media platforms.
Innova / Lotus Roots
Direct / Silver
Outdoor / Silver
2016 Spikes Asia
Healthcare / Bronze
Direct, Product & Service / Silver
Direct, Use of direct marketing / Bronze
Diverse Insights / Bronze