When a baby is born, parents love sharing the news on social media. But if the baby is premature, you won’t always hear about it. So BabyLove, the Miracle Babies Foundation and the world’s no 1. baby photo sharing app, BabyPics, created Premmie Proud – a new social initiative that encouraged parents with premature babies to proudly share their little miracle with the world.

We created Premmie Proud, a new social initiative to encourage parents of premature babies to proudly share their little miracle with the world. Designed in partnered with the Miracle Babies Foundation, and the world’s no 1. baby photo sharing app, BabyPics, it’s a new range of hand-crafted photo-overlays within the BabyPics app, created specifically to talk to the moments that only premature families experience, such as graduating the NICU (Neo Natal Intensive Care Unit), and being a ‘Little Fighter’.

In the first three weeks, Premmie Proud was featured on blogs and news sites all over the world – including Sunrise, Australia’s hugely popular TV breakfast show – earning over 3.5 million media impressions. The online launch film was viewed nearly half a million times. We raised over $15,000 dollars for the Miracle Babies Foundation (despite that not being a goal). BabyLove saw a 28% increase in brand awareness. And Premmie Proud is now a permanent part of the BabyPics app. But most importantly, more than 10,000 parents of premature babies have used Premmie Proud to share their little miracle with the world.