Birthdays get new meaning in campaign for Brave Heart by Impact BBDO
Posted on 2024 Feb,06

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In a heartfelt initiative aimed at raising awareness and funds for pediatric heart surgeries in Lebanon, Impact BBDO and Brave Heart Fund have launched

In Lebanon, over 600 babies are diagnosed with heart disease annually, equating to one infant every 12 hours facing a life-threatening condition.

This campaign turns the idea of a birthday into something very powerful, unfolding through a touching film centered around a universal childhood moment – blowing birthday cake candles. As viewers witness the joyous scenes of children celebrating this cherished milestone, they are confronted with a stark reality: 4-digit numbers on the cakes.

Emphasizing the heartfelt cause behind the idea and portraying how every day is a birthday for children with congenital heart disease, the campaign took it to dozens of cake shops, prompting people to question the reason behind the unusual 4-digit numbers on the birthday cakes – the answer to which shocked many and ensured an impactful effect, encapsulating awareness and donations.

People could easily scan a QR code on a card next to the cakes and donate an amount of their choice.

The campaign invites the audience to acknowledge that, for these young warriors, every day lived is akin to a birthday – a poignant reminder that every day in their life should be celebrated.

Going beyond a plea for financial support, the campaign turns the idea of birthdays into something very powerful, urging the community to unite in ensuring that no family is forced to postpone these critical surgeries due to economic constraints.

For children battling congenital heart disease, the struggle is not only against a medical condition but also the financial barriers hindering life-saving surgeries, and this campaign goes a long way to help overcome that struggle.