"I Want My 9 Months" Ad

I think "I want my 9 months" should be bigger. I don't know if I would notice it in this ad.

I must be getting old because the model looks to be about 15! If I could choose it I would choose a different model. That one is sooo cute and little and spunky (like those are bad things right?!?). I guess I would choose a model with a pregnant belly, maybe specifically early-pregnant belly. But, then again, I am not exactly sure who your target demographic is with this ad. The model's youth & trendy style looks to be aiming at teenagers. I notice the ad says "before you get pregnant" get a check up. Is that why they chose a non-pregnant mom? If that's the case, disregard my imput.

I would change the blue type setting in the box to read: The March of Dimes "I want my 9 months" List (rather than /I/ going with /our/. Another Option would be to change the /I/ to /We/ so there is subject and possessive agreement. I want our? We want our! I want my! email if I'm not being clear about "agreement" in number).

This is being picky, but in the first paragraph there is a sentence that reads: "Babies who are born too early may have serious health problems." I would take out the uncertainty there (if it were my ad) and say "Babies who are born too early risk serious health problems". Although they both essentially say the same thing, the second seems more urgent and immediate. We associate the word "risk" with danger and consequence while the words "may have" aren't as weighty in implied subject matter.

This is purely aesthetic, rather than content, but since all the reading fonts are in blue and black, I would put the MOD symbol and slogan in a different color than blue. (Perhaps the pink used for the number 8?) This will also draw the eye to the slogan.

Will these run for Prematurity Awareness Day? I am eager to see how they turn out. Keep up the good work all ya' powers that be! We love what you do for babies.

Instead of just focusing on Preterm Labor could it maybe say something more to the effect of "Anytime you notice something out of the ordinary or if you feel something is not right, contact your physician immediately." My son was born at 30 weeks because of preeclampsia. I was going to appointments every two weeks and I hadn't had any abnormally high bp levels or any protein in my urine. I was having a remarkably easy pregnancy. I was scheduled for a routine checkup on a Wednesday. The previous Saturday I noticed some swelling, Sunday it was better and Monday was ok. Tuesday it was back again so I called my OB but it was his day off. Rather than ask to see a doctor I thought I would be fine until my appointment the next day. When I went to my appointment I was immediately put into the hospital and induced just over 24 hours later.

At the time, even though I felt uneasy, that something wasn't quite right, I didn't realize how serious it could be. I didn't want to bother anyone. Now I have the regret of not going to the doctor as soon as I felt uneasy. Not that it necessarily would have made a difference, but I will never know. Anytime that you feel like something might be wrong you need to pursue it. You are not bothering anyone, it is their job.

I just think that it is important to note that not all preemies are born due to preterm labor.

Hi All-

While I get what Darcy is saying...I think that the woman in the ad is a good choice...she is filled with youthful energy, yet she looks ahead to the future...she like to have fun...yet she is going to do what it takes to keep her baby safe before and after pregnancy! Love it! If I am interpreting the ad correctly...she is wearing the trendy shirt that shows her tummy to enhance the idea that a baby may or may soon be growing inside? I think that is clever...not too obvious...but a gentle nudge to the public...

Yes, the march of dimes label should be either in a different color....or else the rest of the color scheme should be changed...because the MOD part escapes attention...

Also...I think MY implied ownership and responsibility...

Okay then...I have put in my two cents...you can give them back if you like!

Melissa Middleton

(I just want to say that every group trying to develop ideas should be so lucky as to have you guys for such thoughtful input. WOW!)

Just a few observations:

I agree that the MOD logo gets lost in the ad and should stand out a little more.

Should there be some direction on where to go if you don't have medical coverage. It's been my experience having worked with the public, that some mothers-to-be don't get the medical attention because they don't have medical insurance. Just a thought! Or in a family, someone has lost a job, etc.

I think the young lady (who is nice and slim!!!! I'm trying to look like her!), projects a positive, happy, confident attitude. Her body language is open and welcoming.

The blue line that runs with the numbers looks like a belly to me....was that the purpose of the curve? Is there any reason why 4 and 6 are on the opposite side of the line?

Just my 2 cents!!!!

Brenda

First off what a great idea!!!

I agree the model does look a bit too young...but hey I'd love to look taht young again!

I think instead of may and use the term risks serious health issues.

I also agree that instead of stating only the signs of preterm labor to also put the signs of preeclampsia...i had my dd at 33 wks due to preeclamsia even though i was followed with US every week many don't know what the signs are so you could list "if you ever sense something is wrong never hesitate to contact your OB your hospital that's why they are there"

also add eat right, get plenty of sleep and drink plenty of H20...

also the MOD logo should be bigger perhaps make it also a watermark in the background along with having it in the foreground?

Thanks another 2 cents!!!

Sue

ps ( i really do want my 9 mos someday!)

I like the idea of the ad a lot. I also had my son at 29 weeks 6 days due to preeclampsia. As you can see it is the people with the pre-e that seem to want this changed a little bit Anyway, I think that doctors don't tell their patients much about the condition and that is a big problem. I think you need to change #9. As far as the women I don't have a problem with her, sure wish I looked that good

Well I am 29 weeks tomorrow so I guess I will be sweating bullets for the next week

Shannon

Sure, this won't be running in Guns-n-Ammo, but it looks like an ad for tampons or something. She's just a bit too cute for my tastes. I fear the overall impact would be lost if it resembles too many other ads in it's target publication.

Personally, i think the lines need to be more in your face:

It's MY baby.
I want MY 9 months.

Also, aesthetically, the ad should focus on the face of a woman. Like a serious close up of just her face - that's more attention grabbing, especially if she's a bit more serious looking.

this is what i mean... sorry, i had no time to really do anything cool. and no, the model is not darcy as far as I know.

http://www.bemii.com/SHARE/my9months.jpg

and I guess the whole bottom of the thing should be cleaned up a bit to work with the richer top look.

AWESOME CONCEPT WHOEVER IS DOING THIS PROJECT!!!

fight the good fight.

Perhaps you could use a more serious AND a more fun loving woman but in different ads. It would be impacting to different populations. We are all different after all...and while one person may think of a tampon commerical, another person may see a girl who likes to have fun but takes her responsibility seriously...or someone may see the more serious person and think headache commercial while another may see woman who is very serious about doing everything in life well...

Just a thought...

Melissa Middleton

Melissa's right.

That would be the best scenario. Have a few different types of women in a few different types of color schemes for different magazines or whatever.

ROTFLMAO!!! oh your posts just crack my right up...Gun n Ammo!!! Thanks for the smiles

sue
 

I agree with all of you!!

While the girl/woman on this ad does look a little young, she doesn't look like a teenager. I like the idea of different woman/colors in different magazines/ads....

I do agree that woman need to know that if they feel something is not right, they need to contact their OB/hospital. I was very sick when pregnant with my son & tried to ignore it until I could no longer & ended up in the hospital for week during my 7th month (Christmas day no less) with a 105 degree fever - if I would've waited any longer, ida boiled him right outta there earlier than he already was. I think that had a lot to do with going into preterm labor a week after being discharged from the hospital. Luckily, they were able to stop the labor for another month.

Not all woman know these risks, doctors sure don't devulge this information willingly all the time.

Not only can it mean preeclampsia or things like that, but the baby could have a defect that is triggering that "uneasy" feeling. Moms need to know.

I've added my two cents...take it as you may.
Love the idea of the campaign!! We definitely need it.

Sharlene

Todd, I should be so flattered to think your pretty model looks anything like me. ttee hee.... I like how you pulled in close to the face on your rendering. It feels like an intimate discussion that way. I had to chuckle about the tampon ad feel, but LOL we are blessed to have a male perspective on this, too!

I understand what everyone is saying about changing #9. Although, it didn't strike me as missing anything. Perhaps just those with pre-e feel something is missing? Although most ads are written for the attention span of a 4th grader and you don't want to get too wordy, perhaps it would be more appealing to those if something like "No concern is too small. If you feel something is wrong, please see your care provider as soon as possible." is included.

I don't want those in the medical profession cursing us because moms start calling about their toenails, but it seems too many moms-to-be don't want to "bother" their doctors. Moms expect to be uncomfortable during pregnancy. First time mothers don't know what's normal and usually can't tell if their symptoms are a sign of trouble or the usual beaten path. Isn't that covered with "Know the signs of preterm labor"? I felt that bases were covered well.

The disagreement with the 1st person singular ("I") matched with the 1st person plural possesive ("our") still irks me, but I am anal retentive. *chuckle*

I guess it's just for me, I knew I wasn't in preterm labor. I had to be put into labor. But I felt like something was wrong. I just worry that it is being too specific. As Sharlene also pointed out, being very sick and not being treated or not fast enough can also cause complications. There are lots of factors, not just preterm labor.

I agree with Darcy, I believe that it is usually us first time moms that fall into the category of not realizing something is important, not wanting to bother anyone. And while I don't advocate calling your doctor for every little thing, anytime something is bothering you enough to be concerned it is causing stress. Stress on your body and therefore stress on the baby. Any doctor that is not supportive of a patient expressing their concerns, in my opinion has no business being a doctor. I don't mean that to sound harsh, but I 100% believe that my OB saved myself and my baby's life. I think that it is very important to be able to trust and talk to your doctor.

Hello all!

I have read and re-read the ad several times now and this is what I've come up with.

I don't have a problem with the model at all. Yes she looks young, but not a teenager. I was 25 when I had Ian and once had a tummy like that!! LOL. I agree with others, she looks young, healthy, energetic and eager to learn all things necessary for a healthy pregnancy.

I agree that Preterm labor is not the only complication that can occur, but the list is too many to put them all in. I would suggest a blanket statement on educating one self on possible complications that can occur. I think it is also crucial in some way (I admit I don't know what that way is) to stress, without frightening, that if at any time you don't feel well, to contact your health care provider immediately. I agree that many expectant Mothers, especially first time Mother's, don't want to be bothersome, and therefore just shrug off early warning signs. We need to encourage expectant Mothers to trust in themselves and listen to their bodies!!

I just want to add that I also liked the layout of the page. The curve is very representative of the ever growing tummy of an expectant mom!

Hope this has been helpful.
Karri

Thanks for making me laugh Elliot's Dad! And good input too!

HA! I don't know why that wouldn't run there...you could have some tough looking guy (I am sure Todd would pose!) and he could be protecting his woman's belly!

Seriously though...I love the headline "I will spend the rest of my life protecting my child from danger..." but it should be bigger! That is really an eye catching line! I was hooked immediately!

I think there were many good ideas before mine, so I will leave my comment at that! Oops...not possible...two more things...

I do want to say I agree that the model could be changed to fit the demographics, I don't think the model is supposed to be in her 30's or maybe she is....the eyesight is going at 40! lol

Also, where is the pink??? Could we put some pink in there somewhere to connect with "What can you do for the pink and blue" campaign? Just a thought...

GREAT JOB, guys!!!! I noticed it said Option A...do we get to see Option b???

Hugs! and can't wait to see what is next!!!!
Michele

I have read through all the feedback and I think I have to disagree with some of it. Although I think the idea of the ad is great, something doesn't quite feel right. I think Elliot's Dad was right on the money about it looking like a tampon ad. There is not much here that feels very "motherly". I do understand that the aim is for woman BEFORE they get pregnant but I think it is mainly for those people who are starting to think about getting pregnant, not the ones trying not to get pregnant. (I figure those people who have an unplanned pregnancy aren't going to have the opportunity to speak their doctor beforehand).

I just remember when I was starting to get the "baby itch" things that reminded me of pregnancy and babies would catch my attention. I honestly would probably look at the picture and not even bother to read the text because it wouldn't stand out as being pregnancy related. I would however, have been drawn to a shot of a pregnant belly or an ultrasound photo. The woman in the picture is a beautiful girl but I don't get the impression that she is on the pregnancy bandwagon.

The only additional thought I had was to say something about wanting to provide the best for your baby. You buy the best car seats, you put them in the best schools, why would you not want to give them the best start possible by getting check out BEFORE you get pregnant?

Sorry, if I offended anyone, it is certainly just one person's opinion.