March of Dimes Wraps Up Baby Stories Tour
March of Dimes is wrapping up a 16-city tour collecting stories about babies to help raise awareness about premature birth and its organization.
The Every Baby Story Tour, which kicked off last month, makes its final stop today in Times Square in New York City to celebrate Prematurity Awareness Day.
March of Dimes is promoting its message, “Every Baby Has a Story” through a customized motor coach, which offers activities for parents and kids. Visitors can read about the organization’s history and accomplishments through a timeline, while kids play with toys on the Discovery Wall. Nearby, a flat screen TV plays a continuous loop showing celebrities talk about the importance of the group and their experiences with it.
People can also videotape their own story on the bus via video pods. March of Dimes is encouraging parents to share their stories about their babies’ accomplishments, as well as tributes to those who died or are struggling with their health.
The campaign includes a cause-marketing component. Sponsor Farmers Insurance will donate $20 for every story shared on the vehicle. So far, the nearly 700 stories have been collected on the tour.
“We wanted to create an experience where people learn about the March of Dimes’ mission and also share their story in compelling way,” said Cathy Cercena, account director for Mr. Youth, the agency handling the campaign.
Visitors also receive a gift bag filled with premiums, including a March of Dimes-branded beanie bear, baby magazines and literature from tour sponsors. The tour is the first of its kind for March of Dimes, an organization dedicated to preventing birth defects, premature birth and infant mortality, Cercena said.
Online, people can share their stories via a scrapbook page and include photos and videos at http://www.marchofdimes.com/everybaby. The site also includes an interactive map of the U.S., which visitors can read others’ stories by rolling over the map. So far, about 750 stories have been posted on the site. The stories are meant to inspire or provide comfort to other families with children.
Other tour stops during the four-week campaign included Atlanta, Nashville, Houston, Phoenix, Los Angeles, Denver, Chicago, St. Louis and Philadelphia.
