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Burgess Advertising and the March of Dimes Convince Hundreds of Mainers to Wear Diapers to Help Raise Awareness About Premature Births in Maine
(Portland, ME) - An estimated 1,800 people across the state of Maine wore diapers on Tuesday, November 13th to draw attention to the serious issue of premature births in Maine and across the country.
Burgess Advertising worked with the March of Dimes, Maine Chapter to develop this unique promotion to commemorate Prematurity Awareness Day. Special lapel pins, fashioned from actual preemie-sized diapers, were worn by doctors, nurses, child care providers, families of preemies and employees of companies across the state to communicate the fact that nearly 1 in 10 Maine babies is born preterm (fewer than 37 weeks). Burgess organized a press conference at Maine Medical Center to kick off the event, which was covered by local television stations, newspapers and MPBN Radio.
The endeavor is called "Preemie Project 1475" to signify that 1,475 Maine babies are affected by prematurity each year-more than 10% of all live births occurring in the state annually. When Burgess initially proposed the "Change a Diaper" campaign, the March of Dimes Prematurity Awareness Committee set a "stretch" goal of distributing 1,475 diaper pins-one for every premature baby born in Maine. Through the committee's efforts and significant word-of-mouth promotion, however, more than 1,800 pins were sent to insurance companies, law firms, day care centers, community groups, retailers and others who heard about the program and wanted to get involved.
Each tiny diaper contained a supply of informational wallet cards with facts about premature births that pin-wearers could distribute to anyone who would inevitably inquire, "Why are you wearing a diaper on your lapel?" The primary objective of the program was to engage all citizens in the dialogue about premature births, not just women who are pregnant or hoping to become pregnant.
Sharon Schulberger of the March of Dimes Maine Chapter says: "Prematurity continues to be the number one killer of newborns in Maine and the U.S., and the crisis is worsening. Many babies who do survive experience chronic health issues such as cerebral palsy, mental retardation, learning problems and blindness." Schulberger noted that the economic impact of premature births totals more than $26 billion annually.
Burgess Advertising has provided pro bono marketing support to the Prematurity Awareness Committee of the March of Dimes since 2004.
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As seen on WCSH6 News Center and mainetoday.com
ENDS
For further press information, please contact Pekka Paavonpera at Burgess Advertising, on phone 207 775 5227 or by email at pekka@burgessadv.com
