One of the main focus points in SDG 3 Good health and well-being is maternal and new-born mortality. Children are most vulnerable in the first 28 days of life (the neonatal period). In 2015, the global neonatal mortality rate was 19 deaths per 1,000 live births, a decrease from 31 deaths per 1,000 live births in 2000. Especially prematurely born infants are at risk, with medical science and care improving survival chances continually. But just as important are the new parents of the baby, who report that they are afraid to be judged as having done something wrong in their pregnancy.
In Australia, 8.6% of babies are born pre-term annually, and the number is increasing. With over 48,000 new-born babies requiring care in a Neonatal Intensive Care Unit (NICU) or Special Care Nursery (SCN) every year there is a real need for new products and tools for parents. That’s why BWM Dentsu worked with client BabyLove on a project that aims to support new parents of premature babies. Baby Love, an Australian childcare brand, believes every baby is perfect in their own way.