The Neonatal Trust, a charity supporting parents and whānau with premature or unwell babies, has had a complete rebrand thanks to Auckland indie, BCG2.
The trust is set up for those entering into the world of Newborn Intensive Care Units (NICU) or Special Care Baby Units (SCBU).
Following on from research that showed there was low awareness with the general public of the Neonatal Trust brand, which in turn meant donations were low, BCG2 created a whole new name and identity – the Little Miracles Trust.
As well as a new name, BCG2 developed an emotive launch campaign to spread the word, with TVC content and stills shot and produced in-house.
“We wanted to give the Trust a real emotional connection to the amazing work they do,” says Robin Powell, Creative Director at BCG2.
“The more people understand who the Trust is and what it does, the more likely they are to support it financially.“
Every year in New Zealand, over 5,000 babies are born prematurely with some arriving as early as 23 weeks old and can weigh as little as 500 grams.
Alexia Walsh, BCG2 Business Director, says the agency reached out to nationwide media partners who came on board allowing the campaign to run on TV, online, in OOH, print and radio over the month of July.
“We also enlisted the support of well-known radio personalities and prem baby parents, Sharyn and Bryce Casey, to help us tell our story.”
Rachel Friend, CEO for the Little Miracles Trust, says: “BCG2 shared our passion from the get go and we’re incredibly excited to see the rebrand and our story coming to life. If we can grow as a charity, we can support even more whanau.”
If you’d like to donate, simply head to littlemiraclestrust.org.nz and hit the ‘donate now’ button.