Bennison – Baby Care Wear

Design Agency: gyro
Chief Creative Officer: Christoph Becker
Executive Creative Directors: Vito Zarrillo & Keith Loell
Art Director/Designer: Vanessa Marquez
Copywriter: Jon Ransom
Copywriter: Kenneth Hein
Account Director: Kelly Wong
Photographer: Stanley Hsu
Production Company: In-house
Producer: Courtney Trent
Video Production Company: Alkemy X
Project Type: Produced, Commercial Work
Client: Bennison
Location: New York/United States
Packaging Contents: Donated baby pajamas
Packaging Materials: Each donated pajama is wrapped in a package made entirely of water-soluble, non-toxic, biodegradable soap paper

We partnered with the baby sleepwear company Bennison for the Baby Care Wear campaign. Pajamas are being donated to babies in need. The twist is, the packaging is made of soap paper. The recipient can tear off enough pieces of the packaging to clean the pajamas for the first few earlier months of a baby’s life.

Upwards to 42% of baby deaths could be caused by hypothermia, according to the World Health Organization; even in warm climates because their body temperatures fluctuate. Nearly half a million die from unhygienic environments. This effort helps fight both causes. And frankly, if it even saves one baby’s life, it is worth it.

Why:
From the moment a baby is born, their temperature dangerously fluctuates when unclothed – even in warmer climates – putting them at risk of hypothermia and possibly death.

Bennison, a maker of high-end children’s sleepwear, set out to make a difference in a new way. With each sale, Bennison donates and delivers pajamas to impoverished countries around the world. And because hygiene is essential, keeping pajamas clean and germ-free is equally important. Our objective is to help mothers not only keep newborns warm, but keep some of the infants most at risk – warm, clean and safe.

How:
Many impoverished areas, such as Liberia, lack access to anything but communal bar soap to clean the donated pajamas – which actually spreads germs rather than eliminates them.

That’s why we created the Baby Care Wear package. Each pajama is wrapped in a package made entirely of water-soluble, non-toxic, biodegradable soap paper. Simply tear off a square and drop it in a pail of water. There is enough soap paper to keep infants clean during the first delicate months of their lives.

Even the ink washes away since it’s the same kind hospitals use for baby footprints. The soap-packaged pajamas were distributed to Western Africa, and women’s shelters in the U.S.

Results:
Over four thousand pajamas were donated to keep newborns warm. That’s four thousand pajamas that mothers need to keep clean. Each Baby Care Wear package is a step in the right direction to keeping newborns warm, clean and safe.

What’s Unique? Each donated pajama is wrapped in a package made entirely of water-soluble, non-toxic, biodegradable soap paper. Even the ink used is 100% washable and child safe since it’s the same kind hospitals use for baby footprints. All it takes is a bucket, water and a small piece of the package to clean the pajamas and keep children warm, clean and safe.