What We Did

With premature birth being such a high-risk and emotionally charged medical event, often clouded by fragmented digital misinformation, Medela needed a narrative that did more than sell products. They needed a 'bridge of trust' to reassure anxious families, while supporting clinicians and healthcare professionals to facilitate difficult conversations with parents with integrity.

The beautifully touching story of Ashlee and Natalie's NICU journey was developed within a multi-stakeholder ecosystem spanning clinical practice, patient advocacy, frontline carers and global adoption of authentic health communications.

Campaign: Building Trust in the NICU

From production through to deployment, the content became an effective mechanism for deepening relationships with clinical partners and NICU teams, healthcare professionals and educators, hospital stakeholders, parents and patient communities, Medela's internal global and local market leaders, and a variety of advocacy and awareness platforms and bodies.

Without reliance on paid media for diffusion, the content built trust in spaces where clinical messaging alone cannot reach, demonstrating increasing value and reuse through sustained multi-context adoption, HCP marketing and education, and external communications including social and professional platforms.