The March of Dimes has consumer awareness that rivals any brand. But people don't know what they do anymore. We decided to show how the March of Dimes stands for improving the health of all babies by creating situations where babies exhibit good health. Exaggerating things like a baby kicking in the womb to show what might be possible if we focus on making sure every baby is born healthy. The humor also erases any perceptions of the March of Dimes being stodgy and out of touch while reinforcing their mission.