The 2017 Young Lions brief was to drive donations for a non-profit called Brave Beginnings. Brave Beginnings fulfills grants for hospitals, so they can purchase the expensive and specialized equipment needed for premature infants. We decided to enter both the print and film categories, and take a different conceptual approach for each.

With a topic as sensitive as premature birth and the equipment that can mean life or death for a newborn baby, we knew there was a fine line between raising awareness with raw, honest executions, and over-dramatizing just for the sake of tugging at the heartstrings.

After speaking with new parents and narrowing down the different insights we explored, we landed on two that felt the most relatable and jarring: All of life’s most cherished moments are only possible with the right care in those first critical hours (our film insight), and no parent is prepared for a premature birth, so it’s crucial that hospitals are (our print insight).