Brand Tracker

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Croatia

Behind the Winning Idea: Not Every Lullaby for a Baby

Brand: Libresse

Campaign: Baby Blues

Source: https://www.media-marketing.com/tema-dana/iza-pobjednicke-ideje-nije-svaka-uspavanka-za-bebu/

Goal: Raise awareness about postpartum depression and encourage support for new mothers

Claim: If you don't want to call a friend who recently gave birth after listening, we haven't done anything

Media: Audio, Radio, Online, Social Media, ATL

Summary: The Baby Blues campaign by Libresse, created by BBDO Zagreb, aims to bring attention to the emotional challenges faced by new mothers, particularly postpartum depression. Through a blues song that conveys feelings of exhaustion and confusion, the campaign encourages listeners to offer support to new mothers. Collaborating with the Croatian Doula Association, the campaign seeks to break the silence surrounding these difficult aspects of motherhood and has received recognition, winning gold at BalCannes in the Best Audio & Radio category.