In Paraguay, 4 newborns die every day from preventable causes in the last 20 years according to the Ministry of Public Health.

To reduce that number, we should make the government invest more in health and education related to newborn deaths.

To call the attention of the media and government officials, Asuncion awoke with toy stores closed for mourning, with windows acclimated with toys in black and a message: A baby changes your life, a death also. Join to #ceromuertesevitables (zero preventable deaths) mobilization.

The president was pressured to take immediate steps. An additional 1.5 million dollars was allocated to the health budget to fund pediatricians, gynecologists and new technology, to improve standards of healthcare services all across the country.

UNICEF has monitored and advised along all the way, and they reported the most important result: After the campaign the infant death decreased by 50%*. That means more than 730 babies were save this year and counting.

* Official statistic from Ministry of Public Health 2014

Live coverage in all national TV channels, 3 radio stations and all national newspapers helped ignite the spark on social media with Unicef influencers.

The target was authorities related to national health, social and educational policies from Paraguay.

The strategy was to invite journalists from news who cover these subjects in TV, radio and newspapers.