The sweetest lullaby for secret mamas and babies
March 21, 2014
This is the final update, there is no one-year progress report.
Fondazione Francesca Rava NPH Italia ONLUS thanks you very much for the support to this project! Thanks to your help, more mothers will be informed about the opportunity to give birth anonymously and save their children lives. Our marketing and communication team is planning a National campaign for 2014. The funds raised through Catapult will be included in this campaign. The work of preparation is in progress. The Italian Society of Neonatology, has recently confirmed the importance of this project as prevention and life saving - so we thank you again. Stay tuned; we'll keep you posted. Love from Italy and from all children of Fondazione Francesca Rava.
We recently met the doctor who saved the life of the baby found in a McDonald's toilet in Rome. He is personally and professionally very involved. Emotionally moved about this baby and the saving of its life, he confirmed the importance of this project.
Our marketing team is planning a national campaign on radio, newspapers, leaflets in Milan, Rome, Naples and Florence
Mothers need to know that they have a safe, silent way to offer their baby another life.
Why we care: In the last few years, Italian statistics have shown an increase of up to 3,000 abandoned newborns a year. In 2013, Italy has already lost six babies because they were abandoned soon after they were born.
How we’re solving this: Using print ads and radio to promote confidential birthing procedures in hospitals and drop-off shelters for babies to be left behind in complete anonymity.
Not all mothers can give birth in peace. Some make desperate choices that harm defenseless newborns because they do not know that they can offer their baby another life anonymously. Fondazione Rava launched Secret Mamma, or “Ninna Ho” in Italian, a program that promotes confidential birthing procedures in many hospitals and has built drop-off shelters with thermal incubators for newborn babies to be dropped off in complete anonymity. We are spreading the news that these services exist in the dense cities of Rome and Naples.
Fondazione Rava has begun a print campaign through brochures and the free press. We have also produced an informative video that we are using for strategic TV and press events. We now have the chance to make sure the message reaches as many “Secret Mamas” as possible with a targeted radio campaign in these two cities. Radio is a particularly effective medium for this message, as we believe that a spoken voice can reassure in a very different way.
This project will allow four additional print ads to be run in the Free Press in Naples and Rome. It will also cover the creation of a radio campaign producing one multi-lingual 30-second radio ad that we plan to air on local Roman and Neapolitan radio stations for around two weeks.
For some women, giving their child another chance may be the ultimate act of selfless love. Help us to let them know that they have this chance.