Ministry of Health and Long-term Care, Newborn Screening
This communication was needed to inform new parents about the screening tests for their newborns. The message needed to be presented in a way that was simple, clear, concise and most importantly reassuring. To represent Ontario’s diversity we needed to be able to film a lot of babies! As we only had a single day of filming, we polled a number of hospitals across the Toronto area and selected the one that had the most deliveries and the most diverse population. Swim Media Director, Adam Little used his persuasive powers to garner permission from the new parents to film their babies and was able to procure a number of willing parents. This video was versioned into 9 languages and has played on a number of Ontario cable stations and is available online.