American SIDS Institute: Help Stop a Silent Killer

Sudden Infant Death Syndrome gets an arrestingly artistic treatment in newspaper ads and posters from North Carolina agency McKinney. "Parents of infants wouldn't dream of putting their babies on a bed of snakes," notes the agency, but it's

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Sudden Infant Death Syndrome gets an arrestingly artistic treatment in newspaper ads and posters from North Carolina agency McKinney. "Parents of infants wouldn't dream of putting their babies on a bed of snakes," notes the agency, but it's the metaphorical equivalent of putting babies to sleep on their stomachs, according to research. The best anti-SIDS position requires babies to be on their backs, of course. The ads feature Caucasian, Asian and African-American babies "because SIDS doesn't discriminate," McKinney notes. If the images (the photography is by Tony Pearce, www.tonypearce.com) seem a bit on the freaky-but-suitable-for-framing side, creatives Ryan O'Hara Theisen and Chad Lynch say the ads must "resist being overlooked"; they require "simplicity of message combined with maximum effect." There's also a guerrilla component to the campaign (see the PDF) in which jars of baby food and other baby-related items are turned upside down on supermarket shelves with accompanying signage of an upside-down baby and a "Turn them over" headline. See www.sids.org for more info.
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About

Credits
Date
Feb 08, 2006
Client:
American SIDS Institute
Executive Creative Director:
David Baldwin
Group Creative Director:
David Cook
Art Director:
Owen Tingle
Copywriter:
Chad Lynch
Digital Image Artist:
Stacy Evans
Print Producer:
Lisa Kirkpatrick
Photographer:
Tony Pearce
Art Director:
Ryan O'Hara Theisen
Agency:
McKinney + Silver
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