The Urban Child Institute approached us to help raise awareness about one of Memphis’s most pressing issues: the importance of investing in a child’s development before the age of three. While the science was clear—early experiences shape brain development and long-term outcomes—the public understanding was not. They needed a campaign that could simplify complex research, inspire behavior change, and move a community to act.

We created the Baby Small campaign, a public service initiative designed to show that small, everyday actions—talking, touching, reading, and playing—can have life-changing effects. We developed the campaign name, messaging strategy, and full creative system: a 3-minute kinetic type PSA, short-form commercial spots for TV and radio, digital and print ads, a social media calendar, and a parallax website built around a domino motif to visualize cause and effect.

The campaign earned a Gold ADDY Award and became a benchmark for creative public health communication—giving Memphis families a clear, accessible path to creating stronger futures for their children.

Strategy, Creative Direction & Relationship: Conviction / Story & Voice Over: Lyndsay Sanders / Design & Animation: Bran Dougherty-Johnson / Music: Joel Pickard