In China, couples planning for a baby often think that folic acid is enough for healthy baby development. Not entirely true. While Elevit is a form of folic acid, it comes with multivitamins too. That’s extra protection for babies. To get China to realise they should do everything to protect their baby’s wellbeing, we need to make them realise how precious their baby’s developing vital organs are.

Like the heart. It has been said that the most precious moment of a pregnancy is to hear the baby’s heartbeat during ultrasound scans. Yet in China, men aren’t allowed into ultrasound rooms. Here lies the opportunity to frame a narrative that resonates with the Chinese audience and at the same time communicate the importance of protecting a baby’s developing heart.

This was an intricate campaign that required many moving parts. Alongside the process of casting real-life pregnant couples with stories of their struggles, we were also building the wearable device that captured the baby’s heartbeat.

Ultrasound data was captured from fetal dopplers and processed into a soundwave which was synced real-time to a mobile app via the cloud. The wearable device comprises a BLE 4.0 Arduino board, a LiPo battery and vibrating motors with a step-up regulator.

Filming the documentary was a delicate process as careful planning was required to ensure the fathers had no idea what’s to come so that we can extract the most genuine of emotions.

Seeding the filming took proper planning with the right kind of key opinion leaders in the field of family planning as well as mainstream social celebrities.