“Protect Little Lungs” Campaign
Mobilizing grassroots advocacy for infant health
Challenge
Respiratory Syncytial Virus (RSV) poses serious risks to infants — particularly premature babies — yet awareness among new and expectant parents remained low. Without referencing a specific product, the campaign needed to educate families and healthcare professionals about prevention and severity while building trust in a highly sensitive newborn health category.
Approach
Access to health information requires both institutional credibility and community connection. As creative lead at CDM Princeton, I helped shape Protect Little Lungs into a multi-channel awareness ecosystem designed to spark conversation rather than promotion. The campaign included NICU “takeovers” across 38 hospitals to encourage dialogue between providers and parents, the grassroots Knit Big for Little Lungs initiative that mobilized volunteer knitters nationwide, a public Knit-In activation, an unbranded educational website, and a highly engaged Facebook community. The work balanced empathy with clarity, ensuring educational content felt supportive and actionable.
Impact
Protect Little Lungs expanded RSV awareness during a critical seasonal window, with the Facebook community growing to more than 28,000 followers and generating thousands of comments and shares. The campaign created meaningful engagement both inside hospitals and in local communities, fostering informed conversations around infant health prevention.
RECOGNITION
Finalist for Best Unbranded Consumer Campaign by the Med Ad News Awards
