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Special Project

Special Project
From the 10th Annual Shorty Awards

March of Dimes and Barkley -- Lullacry

Winner in Health & Fitness


A majority of Americans know of March of Dimes as the non-profit that helps babies born premature. Barkley was tasked with introducing the organization to the 9 of 10 women who do not experience birth complications through a campaign that centered on the idea that the sound of a healthy, happy baby is the sound of a healthy, happy tomorrow.

Strategy and Execution

To do this, we created the Lullacry. It's a version of the familiar Brahm's Lullaby made from a sound that's also familiar to parents - the cries of infants. The campaign video and accompanying two-hour YouTube mix were designed to comfort and sooth the nerves of crying babies and new parents.


To date, more than 112 million people have read about or seen the campaign via earned media and influencer impressions, more than half a million women have viewed the campaign video, and more than 10,000 moms have visited the campaign website to learn more about how to give more women a healthier tomorrow. AdAge even named the Lullacry concept as the Editor's Pick: All in the name of raising awareness with new women for an 80-year-old organization.


Video for March of Dimes and Barkley -- Lullacry

Entrant Company / Organization Name

Barkley, March of Dimes


Entry Credits