Reverse the skyrocketing infant mortality crisis that has plagued Milwaukee for two decades, by inspiring inner city and low-income parents to increase their knowledge of the kind of behaviors that lead to healthier babies.

Change the discussion about infant mortality from one that’s negative and hopeless to one that shows the outcome of expectant moms who live a healthier lifestyle: a stronger baby. To get this across in a surprising and visually impactful way, the creative team concepted playful scenarios in which babies performed impossible feats of strength. Production involved photographing babies in various poses, retouching limbs, facial expressions and props where necessary to achieve a high level of realism—helping to achieve a literal interpretation of strength. The ads then encouraged moms to go online and discover other useful parenting tips.

The campaign has been one of Milwaukee’s most successful public service initiatives, capturing the imagination of low-income moms in social media, and ultimately resulting in the lowest infant mortality rate the city has seen in 20 years.