• by Larissa Faw , May 8, 2020

Just in time for Mother’s Day, baby-centric non-profits are benefiting from the pro bono talents of agency partners to raise awareness about their respective organizations.

Minnesota’s Proof Alliance seeks to prevent fetal alcohol spectrum disorders (FASD) by thanking moms for not drinking while pregnant.

The creative, developed with Colle McVoy, is a compilation of user-generated clips all shot last weekend from homes with young children showing their appreciation for things like “listening to science over social media” and following CDC guidelines.

The ad runs on Proof Alliance social channels, Instagram, Facebook, Twitter, LinkedIn and  YouTube.

Separately, The United Way of Long Island’s new “Community Baby Shower” initiative wants to help families who are bringing new babies into the world while facing financial hardships.

The #BornUnited campaign, developed with the EGC Group, uses photos of young babies as a female voiceover asks viewers for financial support to help these needy families. As with all new content, the creative was executed remotely.  

This campaign will be distributed across a wide range of donated media including video, social media, print, and radio messages.

The EGC Group created the campaign as part of its decade-old CreateAthon program that donates agency talent to help charities and good causes.