Taking a step beyond donating diapers for premature babies, we collaborated with a local prematurity association called “El Bebek Gül Bebek” (Baby Fund of On Velvet Association). We positioned Prima as a brand that “prefers actions to words” and created positive WOMM. Through a donation mechanism, we took the project beyond an awareness raising campaign and generated concrete benefits. Through 1 registation = 1 share = 1 support system, we helped consumers take active role in the campaign by sharing their stories. We used the conventional and digital media effectively.  Our contents went viral on digital and were shared organically.

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