Creativity

A father's hug saves a premature baby's life

Film series from Huggies and Ogilvy Chicago explores the power of human touch

By I-Hsien Sherwood. Published on Jun 13, 2018

Editor's Pick

Neonatal care has come a long way in the last few decades. In the past, a baby born a month early was considered high-risk, but a week in the hospital is often enough to make sure baby is healthy these days.

Modern medicine has its limits, though. When Akili was born 4 months premature, doctors gave him just a 15 percent chance of living. He only weighed a pound, and he spent a month in the hospital before his parents were allowed to hold him for the first time.

That contact is what Akili's father attributes with saving his life. Doctors at Benioff Children's Hospital in Oakland, California had brought him to see his tiny baby, thinking that Akili might die. But after that shard moment with his parents, Akili began to improve. And after five months in a neonatal intensive care unit, he was prepping to finally go home.

During that time, director Kat Keene embedded herself at the NICU to tell stories about these small babies, part of Huggies' "The Power of Hugs" campaign, a series of videos that feature parents, nurses and volunteers. Created by Ogilvy Chicago, the films focus on the healing properties of human touch.

Akili's story is the first in the series. It began running on Facebook earlier this month and will run through Father's Day.

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Credits

Date
Jun 13, 2018
Client:
Huggies

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