Hearing First

Newborn hearing is a critical part of brain development. And even though hospitals screen for it, it's just not on new parents' radar of things to worry about. Issues with a baby's hearing are often missed or ignored, delaying important developmental milestones. We partnered with Hearing First to raise awareness about the importance of newborn hearing and help babies get a timely hearing diagnosis and the support they need.

We partnered with Hearing First and FiveStone to raise awareness about the critical importance of newborn hearing as a vital part of brain development, which often gets missed or ignored despite hospital screening, delaying important developmental milestones. Through comprehensive research, we identified that when mothers understand the connection between hearing and brain development, they're more likely to pay attention to their baby's hearing and quickly follow up on issues. We developed an awareness campaign strategy that breaks through to expectant mothers at key moments in their pregnancy and postpartum journey, grounded in research-driven audience personas, journey mapping, and segmentation. The campaign mirrors mothers' dreams by featuring babies in fun, playful contexts representing potential futures, elevating the role of hearing in newborn brain development and future possibilities. We designed a complete campaign including full creative production, multi-channel asset development, and a digital hub resource that guides mothers from awareness of newborn hearing importance all the way to hearing diagnosis for their child, creating a rich resource for parents navigating this critical developmental milestone.