Insception provides a service to collect and store umbilical cord blood – a rich source of stem cells – to help treat future disease with that individual or a family member. Awareness was one of the main goals, but we needed an emotional hook to lend a sense of urgency because there is only one brief opportunity at birth to extract the cells. The insight we landed on was that all parents make a promise to their newborns (or soon to be newborns) that they will do anything to protect them. It’s this highly emotional territory that ultimately will influence a parent’s decision to bank cord blood.
CREDITS: Creative Director: Tracey Cooke (Torre Lazur McCann) Art Director: Chris Paleczny (Torre Lazur McCann) Copywriter: Marc Genesee (Torre Lazur McCann)