2023 Winner
SilverBest in Print Platforms
BronzeBest Integrated Campaign
Préma-Québec
"The 1.8 Pound Book"
Touché!
"The 1.8 Pound Book"
Touché!
Every year, 8% of births happen prematurely and families have to handle the anxiety of such an unexpected situation. Préma-Québec is the only foundation in Quebec that support parents of premature children psychologically and financially. To pursue its mission, Préma-Québec needed to increase the number of new donors.
Infants who are even a few weeks early can require extra care, so it is hard to imagine the situation and experience of parents dealing with an extreme preterm birth.
The constant stresses of their unstable health, in what can only be described as anxiety inducing environments. The long days and nights away from home, sometimes hundreds of kilometres away. The emotional toll it takes as parents to put on a brave face while channeling what strength they have to their babies. The amazing strength and courage these preemies represent, making them an extremely powerful symbol of life.
Holding a preterm child in your hands remains etched in your memory for a long time. But for those who have never experienced it, they had to make them understand the fragility of a premature baby to raise attention for the cause and the foundation.
Préma-Québec capitalized on this insight by creating "The 1.8 Pound Book" – a book weighing the equivalent of a very large preemie. The best way to make Quebecers understand the fragile reality of a premature child.
Distributed in every bookstore across the province of Quebec, the book contains 4 light-hearted stories about prematurity. The book jacket acts as a cover that protects and keeps warm the delicate baby face on the cover. This little face with a circumference of 21 cm reflects the reality of a very large premature baby. The readers are given the facts, such as the dimensions of a baby’s head according to the number of weeks of gestation. This information is given through beautiful illustrations and magnificent storytelling.
In addition to bringing the Préma-Québec cause to life among Quebecers, the book became a way to generate donations, since all profits from the book sales were donated to the foundation.
Their first phase of communications began on November 1st, announcing the book's release on December 17th.
They followed the best practices of any good book release: public relations, social posts, in-program TV appearances with a reading segment, a dedicated page on the foundation's website, 30 second video on television and in digital, out-of-home and digital display.
Quebecers believed that the book would be released in the middle of December... right before the Holiday season.
On World Prematurity Day, which takes place every year on November 17th, they completely changed their creatives on all their channels to announce the premature arrival of “The 1.8 Pound Book”!
The book was officially released in every bookstore across the province one
month earlier than expected.
To give this early launch even more impact than it deserved, they put together PR and social posts announcing the premature release, an interview from one of the book's authors on Quebec’s most popular morning talk show and at the Montreal Book Convention, all TV, OOH, social and digital creatives were changed to announce the new release date and the book was available in stores and online one month earlier for Quebecers to buy it and provide donation to the foundation.
They created a medium of its own, one that could carry the message of the campaign and that could collect donations for Préma-Québec.
In fact, they created a custom children's book called “The 1.8 Pound Book” which was weighing the equivalent of a very large preemie: the best way to understand the fragile reality of a preemie.
Since the book carried an important message, they chose to replicate the early arrival of a preemie by bringing forward the release of the book to a month earlier. On that day, every placement was carefully changed to announce the early book launch.
“The 1.8 Pound Book” allowed Quebecers to grasp the fragile reality of preemies… and to give generously to the cause.
In total, 7 000 copies of the book were printed, which represents a double bestseller in Quebec! All profits from the book sales will be donated to the foundation.
Their premature campaign allowed Préma-Québec to see an increase of new donor of 33% YOY and the help request from parents increased by 81% YOY.
Infants who are even a few weeks early can require extra care, so it is hard to imagine the situation and experience of parents dealing with an extreme preterm birth.
The constant stresses of their unstable health, in what can only be described as anxiety inducing environments. The long days and nights away from home, sometimes hundreds of kilometres away. The emotional toll it takes as parents to put on a brave face while channeling what strength they have to their babies. The amazing strength and courage these preemies represent, making them an extremely powerful symbol of life.
Holding a preterm child in your hands remains etched in your memory for a long time. But for those who have never experienced it, they had to make them understand the fragility of a premature baby to raise attention for the cause and the foundation.
Préma-Québec capitalized on this insight by creating "The 1.8 Pound Book" – a book weighing the equivalent of a very large preemie. The best way to make Quebecers understand the fragile reality of a premature child.
Distributed in every bookstore across the province of Quebec, the book contains 4 light-hearted stories about prematurity. The book jacket acts as a cover that protects and keeps warm the delicate baby face on the cover. This little face with a circumference of 21 cm reflects the reality of a very large premature baby. The readers are given the facts, such as the dimensions of a baby’s head according to the number of weeks of gestation. This information is given through beautiful illustrations and magnificent storytelling.
In addition to bringing the Préma-Québec cause to life among Quebecers, the book became a way to generate donations, since all profits from the book sales were donated to the foundation.
Their first phase of communications began on November 1st, announcing the book's release on December 17th.
They followed the best practices of any good book release: public relations, social posts, in-program TV appearances with a reading segment, a dedicated page on the foundation's website, 30 second video on television and in digital, out-of-home and digital display.
Quebecers believed that the book would be released in the middle of December... right before the Holiday season.
On World Prematurity Day, which takes place every year on November 17th, they completely changed their creatives on all their channels to announce the premature arrival of “The 1.8 Pound Book”!
The book was officially released in every bookstore across the province one
month earlier than expected.
To give this early launch even more impact than it deserved, they put together PR and social posts announcing the premature release, an interview from one of the book's authors on Quebec’s most popular morning talk show and at the Montreal Book Convention, all TV, OOH, social and digital creatives were changed to announce the new release date and the book was available in stores and online one month earlier for Quebecers to buy it and provide donation to the foundation.
They created a medium of its own, one that could carry the message of the campaign and that could collect donations for Préma-Québec.
In fact, they created a custom children's book called “The 1.8 Pound Book” which was weighing the equivalent of a very large preemie: the best way to understand the fragile reality of a preemie.
Since the book carried an important message, they chose to replicate the early arrival of a preemie by bringing forward the release of the book to a month earlier. On that day, every placement was carefully changed to announce the early book launch.
“The 1.8 Pound Book” allowed Quebecers to grasp the fragile reality of preemies… and to give generously to the cause.
In total, 7 000 copies of the book were printed, which represents a double bestseller in Quebec! All profits from the book sales will be donated to the foundation.
Their premature campaign allowed Préma-Québec to see an increase of new donor of 33% YOY and the help request from parents increased by 81% YOY.
Credits
Touché!Préma-Québec
LG2
Quebecor
Les Éditions de la Bagnole
Gorditos
Circonflex
Alinea
[Individual Credits - Agency - LG2]
CHIEF CREATIVE OFFICERS: Marc Fortin, Luc du Sault
VICE-PRESIDENT, EXECUTIVE CREATIVE DIRECTOR: Marilou Aubin, Nicolas Baldovini
VICE-PRESIDENT, STRATEGY: Sophie-Annick Vallée
VICE-PRESIDENT, ACCOUNT SERVICES:
Marie-Christine Cayer
CREATIVE DIRECTION: Frédéric Tremblay, Geneviève
Langlois, Élise Cropsal, Odile Archambault
COPYWRITING: Guillaume Bergeron,
Jean-Christophe Diaque, Marie-Ève Leclerc-Dion
ART DIRECTION: Marc Guilbault, Tiana Rica
DESIGNER: Sophie Valentine
ACCOUNT SERVICES: Marie-Julie Cossette,
Sarah-Maude Raymond, Samuel Bouffard, Simon Boisvert
AGENCY PRODUCTION: Isabelle Fonta, Mélanie Bruneau
MOTION DESIGN: Jean-Philippe Guy, Antoine Hallé,Elisa Ferreira
MAC ARTIST: Julie Hotte
AGENCY PRODUCTION, PRINT: Louis Dorval,Mélissa Brisson, Geneviève Demers
PROJECT MANAGEMENT, PRODUCTION:Emmanuelle Gauthier-Laquerre