Shanghai Dentsu helps mothers’ relieve stress with the healing power of their baby’s first cry
A study by researchers in China showed that 98% of mothers experienced parenting stress. When stressed, the body produces a hormone called Cortisol that increases especially when mothers are caring for their babies. In conjunction with International Women’s Day on 8th March 2018, collaborating with Shanghai International Medical Center, Shanghai Dentsu launched a new project called “Your Baby’s First Cry”.
Led by ob-gyn specialists, they identified that the crucial moment during childbirth that captures the powerful moment that welcomes baby to the world, and mother into the parenting world. It’s a special bond that’s only shared by mother and baby, and realized that by hearing your baby’s first cry, the mother is reminded of a joy that’s almost indescribable.
To prove this hypothesis, a medical study was conducted on 20 mothers. By monitoring their cortisol level (stress hormone) before and after they listened to their baby’s recorded first cry, the mothers’ cortisol level decreased by 27% on average. Based on the experiment result, Shanghai Dentsu and Shanghai International Medical Center prescribed mothers with a new type of medicine made from their baby’s first cry.
Shanghai Dentsu designed the package and label for the new medicine, so that it looks like as if it is the actual pill bottle. It plays her baby’s first cry when mother opens it. The label is designed to look like regular pill bottles, but consists of listening instructions and encouraging words of support for mothers. Shanghai Dentsu also created a PR film and launched it on International Women’s day to let more people care about mothers who are affected by parenting stress.