Whenever you check your Facebook timeline, it’s filled with healthy babies. Proud parents share countless pictures of their newborn baby. We have found a way to put this social behavior to use for a good cause. We’re making these babies our ambassadors.

That’s why we’re asking people to upload a picture of their baby on social media, only this time through our campaign website. The baby automatically becomes an ambassador, with his or her own ambassador’s page. This page is then shared on the parents’ social media channels, where the new ambassador explains the problem and asks for donations.

We direct as many people as we can to our campaign website: https://ambassadeurs.fondsgezondgeboren.nl/.

There they can read about the existing ambassadors and sign up their healthy newborn ambassador. This is done by uploading a picture through our website and sharing the ambassador’s page that is created through their media.

Our campaign was launched last November (2015) and is ongoing.

We recruit our ambassadors in all the places that parents visit, such as maternity clinics and hospitals, giving the campaign a kick-start. We use flyers and posters to direct people to our campaign website. We use our website and social media channels to promote our ‘child funding’ campaign. Everyone who donates receives a personal video in which one of our ambassadors says thank you, or at least tries to.

We want Dutch society, and new parents in particular, to be deeply touched and initiate social action.

The Born Healthy Foundation website was unknown with an average of 50 daily visitors. After the campaign launch, the number of daily visitors almost quadrupled to 175, with 8,246 unique visitors so far. The Born Healthy Foundation has received a significant number of donations from professional organizations, private and capital funds and individuals.

Forty-four parents signed up their babies as ambassadors. A brave gesture, as the parents' feelings of thankfulness mean that they don't want to think about what could have gone wrong. They provided the additional content that led people to our website.

Despite no digital media campaign, we still achieved 11,166 website impressions.

Almost 20% of visitors returned, browsed the website and decided to sign up their ambassador.

Clearly people were studying the problem in depth with a dwell time of nine minutes.