The campaign is based on the insight that these tiny little diehards gain small victories every day. A few grams in weight, a few centimeters, breathing without artificial respiration. Crucial and joyful milestones which, after careful consultation with the child's parents and the medical staff, are celebrated in public media.

To put this positive, but confrontational approach in the right perspective from the start, the campaign is launched on national TV in a leading late night talkshow.

The campaign runs mainly through various online channels, particularly digital out-of-home media. Because of the impact of real living baby's in the public spacde, during the launch even live streaming, and the flexibilty: in case of an emergency, specific ads could be taken offline immediately.

Futhermore the good news about the portrayed premature babies is spread through social platforms, digital cinema and bannering.

All items refer to a special website with online donation tool.

- 182% rise in unique website visitors

- 450% rise in donations

- more than 200% rise average donation amount

- A huge fund raising event on October 4th 2018, in the Hyatt Hotel Amsterdam (the former location of Emma Children's Hospital. All parties involved work on a pro bono basis.