What started as an internal gift delivered to the 14 Marcus Thomas parents who had babies last year was so well received it is getting an international audience thanks to Cribs for Kids.
The agency – known for creating value and experience, not just ads – used classic building blocks and visually arresting fonts to capture essential messages like “baby sleeps on its back, and that’s that.” The sheets, which are now being produced and circulated by Cribs for Kids, will be available to some of the 1,800 partners the international organization has throughout the globe.
“Our internal gift was so moving to our new parents that we decided to see how we could expand the messaging to reach parents and caregivers everywhere,” said agency Partner and Chief Creative Officer Jamie Venorsky. “Thankfully, we found a true partner in Cribs for Kids which has been providing safe-sleep education for families since 1998.”
Cribs for Kids exists to prevent infant sleep-related deaths by educating parents and caregivers on the importance of practicing safe sleeping for their babies and by providing portable cribs to families who, otherwise, might not be able to afford a safe place for their babies to sleep.
Bridget Gaussa, chief operating officer of Cribs for Kids, said the organization – which has delivered more than 900 thousand cribs during its tenure – will now add the Marcus Thomas fitted crib sheets bearing the blue and pink safety messages to the items partner organizations distribute.
“We’re thrilled that the creative brain trust of one of the industry’s leading advertising agencies showed huge heart in an interagency gift that now will benefit countless others,” said Gaussa. “Public-service announcements can fall on deaf ears. To have a tangible item curated for new parents augment our teachings will only amplify our efforts and ambitions.”
