Ghent University Hospital - "Case study Data"

FamousGrey

FamousGrey Groot-Bijgaarden, 比利时

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该广告属于ACT Responsible项目展品

品牌: Ghent University Hospital
国家: 比利时

广告主: Ghent University Hospital

标题	Case study Data
广告公司	FamousGrey
广告战役	Shortest Lives
广告主	Ghent University Hospital
品牌	Ghent University Hospital
首次发布日期	2023 / 1
行业领域	机构/公益组织/非盈利组织
剧情简介	When you first hear you are expecting a baby it’s hard to already imagine this new life. The moment you truly become a parent is when you hear your baby’s heartbeat for the first time. This moment is when you connect emotionally and become a parent. In Belgium these heartbeats are data registered on ultrasound pictures and logged in the database of the hospital, only stored for medical reasons. When a baby is stillborn, parents never hear the heartbeat of their baby again. They have no memory left of when their baby was alive.
哲学	According to the grief counselors of Child and Family, a governmental agency for child wellbeing, parents can be helped in their grieving process by recognizing the existence of their baby. How? By holding onto details like weight, length, ultrasound pictures or anything that else they can remember their baby by. But unfortunately, during pregnancy there isn’t much to hold onto.
问题	In Belgium 4,3%* of births are stillbirths. Losing your child is the worst thing a parent can imagine. But for parents of stillborn babies the grief is complicated as they have very little of their children to remember them by. They also feel they can’t always talk about it with their surroundings, as other people may find it hard to imagine the connection parents already had with their unborn child.
结果	Shortest Lives is a serene audio-visual reproduction of a stillborn baby’s heartbeat. It gives proof that your stillborn baby actually existed and offers a new and personalized way of grieving. It was initiated by the University hospital of Ghent, with the help of ‘Berrefonds’, a foundation that helps parents of stillborn babies receive the recognition and support they deserve. On the Shortest Lives’ website, you can request to receive your audiovisual experience of your baby’s heartbeat. Besides the heart rhythm, we also used other specific and personal data points like the baby’s gender, its size and the days of pregnancy to transform it into an audiovisual image of your baby’s heartbeat. Every part of the design was chosen to recognize and honor a stillborn baby’s life. The website was launched on 27th of January 2023 and promoted nationwide through PR by spreading a video of the stories of the parents of stillborn babies and their reaction to the audiovisual experience of their babies’ first heartbeats. - Shortest Lives had 4,99M earned impressions within the first week of the initiative. - Immediately after the launch there have been 223 requests by parents of stillborn babies to receive a personalized heartbeat of their baby. - Of all the parents who already received the heartbeat of their stillborn baby, 3 out of 4 shared it with friends and familie, thus creating more awareness for the subject and helping to break the taboo. - 86% of the parents who already received the heartbeat of their stillborn baby, said it helped them in their mourning process. - Today, 1 in 3 of the parents whose baby was stillborn in 2022, already filed a request to receive their baby’s heartbeat. - Other hospitals have reached out to offer this service to their patients as well.
媒体类别	案例研究
长度	127 seconds
创意总监	Peter Ampe
创意总监	Laurie Lacourt
创意团队	An-Sofie Keulen
创意团队	Steve Maes
客户总监	Jef Leysen
客户主管	Silke Galle
战略企划	Yarne De Schrijver
Creative planner	Kirsten Vanderbeke
动作设计	Sacha Lempereur
Developer	Arno Vanbiesen
RTV Producer	Myriam Maes
摄影指导	Gilles Desplanque
Offline Editor	Sven Vanhee
Post-production	FamousGrey Productions
剪辑师	Sven Vanhee
剪辑师	Gilles Desplanque
PR Agency	FamousRelations
PR contact	Astrid Jacobs
PR contact	Zoë Cnaepkens
PR contact	Eva Van Riet
设计	Uncle Grey
设计师	Christian Rahn
设计师	Charlotte Porsager
设计师	Lars Samuelsen