In 2017-2018, Melanie developed and led Tiny Hats for Tiny Babies – an integrated campaign that told the story of preterm babies and their mothers in East Africa – raising awareness and mobilizing over 800 knitters across six countries to make baby hats for the prevention of hypothermia. We collected 16,000 hats (14 times our goal).
Tiny Hats for Tiny Babies
Grassroots Advocacy & Brand Campaign
Knitters Packet
Melanie and a graphic designer developed this full packet for knitters including a summary of the campaign and patterns for making hats.
Social Media Tiles
Melanie produced photo shoots with photographers in East Africa and then created the social media tiles to promote posts the campaign.
Flyer
A flyer Melanie created with a graphic designer promoting the campaign and encouraging knitters to make hats.
Celebration Video
A video Melanie produced celebrating World Prematurity Day and the collection of thousands of hats for to help prevent hypothermia in newborn babies.
Blog Post
A blog post on UCSF’s website announcing the campaign.