Leighton Davies
Senior Creative Copywriter
WINNICOTT FOUNDATION
CONCEPT / WRITING
CHALLENGE
The Winnicott Foundation raises funds to improve care for premature and sick babies through supporting the neonatal units at St Mary’s Hospital, Paddington, and Queen Charlotte’s and Chelsea Hospital, Hammersmith. It relies on donations to keep going
INSIGHT
Christmas is a time for family. This is especially poignant for new parents finding themselves in hospital over the festive period due to complications caused by premature birth.
IDEA
Tiny knitted stockings are available as Christmas tree decorations. Coincidentally, these doll-sized stockings could fit the foot of a premature baby. We decided to post them out to all of our clients with a cover letter, explaining who Winnicott Foundation are and how they can help. The idea was to hang the stocking on their Christmas tree, take a photo and post it to DDBRemedy’s facebook page. DDBRemedy would then make a donation for every post.
Copy:
How much happiness can this hold?
when the Christmas gift you really want arrives earlier than expected, it’s not the end of the world. but what if your perfect gift was a baby - delivered three months early? imagine the fear, love and worry. the desperate hope that they will make it.
Thanks to the Winnicott Foundation and their dedication to improving care for premature babies, hope turns to gratitude.
This year DDB Remedy would like to support them in continuing their exceptional work. all we ask for is a little gesture. Hang this stocking on your tree and post a picture of it on the Ddb Remedy Facebook page, tagging The Winnicott Foundation. For every picture posted, we will donate £5 to help ensure all premature babies get the care they need.
So the answer to how much happiness this tiny stocking can hold is simple, a lifetimes worth.
Thank you all and Merry Christmas.