Delivering a 1.8-Pound Book About Premature Birth with Préma-Québec
Bringing new life into the world can be a joyous affair. But for many parents, the occasion can be as scary as it is celebratory. This is because in Québec, according to organisation Préma-Québec, nearly one in 10 children is born prematurely.
While modern technology has significantly improved survival rates, there’s no doubt that it takes the support of many - from parents to doctors to nurses - to ensure that these newborns get the opportunity to live to their fullest potential. To recognise this dedication, creative agency LG2 collaborated with Préma-Québec to develop an original idea that captures the fragility of a preterm baby: a book featuring four light hearted stories about premature births. Weighing in at 1.8 pounds - approximately the same weight as an average very premature baby - the book is packed with custom illustration, and carries a 23cm face on the cover - allowing readers to observe the subtly changing dimensions of a baby’s head throughout the gestation period.
While the book was scheduled for release on December 17th, like a premature baby, the book arrived a month early, launching on November 17th (World Prematurity Day) instead. Additionally, the campaign was supported by a 30-second spot, as well as an animated video in which one of the book’s authors, Stéphanie Lapointe, narrates her story in French.
To learn more, LBB’s Josh Neufeldt sat down with LG2 partner and ECD, Geneviève Langlois, as well as Préma-Québec spokesperson, founder and general manager, Ginette Mantha, to discuss how this campaign came to life.
LBB> What was the brief like for this campaign, and how does it build upon the relationship between LG2 and Préma-Québec?
Ginette> In 2019, a charity trek to benefit Préma-Québec was made in Morocco which brought together mothers in the desert to raise funds for the cause. A heartfelt bond united some of the participants, and steps were taken. After a meeting between LG2 and Préma-Québec, the magic happened!
The LG2 team chose Préma-Québec and offered to develop a visibility campaign to promote the importance of supporting premature children and their families, representing a solid fusion between those who believe and those who make the world go round!
Geneviève> The campaign’s objective was twofold. First, we wanted to raise awareness for Préma-Québec, the only organisation in Quebec that provides financial and psychological support to families faced with the arrival of a child born prematurely (of which there are approximately 6,000 each year in the province). Secondly, the increased awareness was intended to help the non-profit organisation raise funds to support its mission.
We decided to launch on November 17, World Prematurity Day, in order to give the project strong momentum.
LBB> Using a book to capture the fragility of a preterm baby is poignant and clever. How did this idea come to pass?
Geneviève> One of our team members held a preterm child in his arms. It was a life-changing experience for him because the child was so small and fragile. The weight of the child, and the situation stayed with him.
So, when it came time to think of an idea for Préma-Québec, this memory resurfaced. We wondered if there was a way to bring this feeling of smallness, fragility and lightness to a population that, for the most part, has never held a preemie in their arms. This is how the idea of a book weighing the weight of a very premature baby was born. In French, the word ‘livre’ means ‘book’ as well as ‘pound’ - the imperial unit used to measure body weight in Canada.
We then contacted Préma-Québec to find out the average weight of a very premature baby, which turned out to be 1.8 pounds. This number became the weight of the book and also its title: ‘Le livre de 1,8 livre’ (The 1.8-pound book).
Ginette> We wanted an idea to make the fragility of a premature baby real and tangible. In order to bring to life that experience, a book seemed just right. We wanted readers to feel the weight of a life in their hands. Additionally, the creatives at LG2 thought a book would be an appropriate medium, as it’s an easily handled collection of stories, which are often something held in close association with children.
LBB> How did you ensure the book was 1.8 pounds? Tell us about the manufacturing process!
Geneviève> We worked very hard on the research and development phase with our production team in order to print 7,000 copies of a commercial book that would each weigh exactly 1.8 pounds. We did a lot of testing: paper types, ink quantities, printing, cover art, size, etc. Everything was scrutinised and tested to ensure that the book, which is sold at bookstores across Québec, would be a success.
After all of these tests, we were able to determine the number of pages we could allocate to each author for their respective story (four stories in total). We approached well-known illustrators and authors in Québec, giving them carte blanche to talk about prematurity (although we couldn’t give them a totally blank slate since we had to supervise things like the variety of stories). It was also important to us that the message be lighthearted and touching - without any word play - as to leave the reader with a sense of hope. In addition to this, it’s worth noting that the book is also educational, illustrating the changes in a baby's growth, from the 24th to the 40th week of gestation. All in all, the collaboration with the artists went smoothly and they all grasped the essence of the project very quickly. As such, supervising the project was easy!
Finally, we decided to advertise this collection of four beautiful stories with a TV spot and OOH. The book was set to be released on December 17th, and promotion started November 1st. But surprise! Like a preemie, our baby was delivered earlier than expected – one month in advance! On November 17th we announced with great fanfare that the book was available for purchase in bookstores, starting that very day.
LBB> Who did you work with to provide, write and illustrate the stories, and what was that process like?
Geneviève> Four beautiful stories were created with different illustrative and literary styles. ‘Pico’ (from Audrey Borduas and Charles-Étienne Brochu) is about a little bird who hatches too early and must be more patient when learning to fly like the others. ‘Gédéo’ is a close look at the lives of two parents of a preterm child, who discover the joys of the ‘kangaroo method’ (holding the child skin to skin), and was written by Simon Boulerice and illustrated by Émilie Leduc. ‘Flocon’ is a story written by Stéphanie Lapointe and illustrated by Mathilde Filippi, about a little boy who is born one winter too early, and will soon realise that it is beautiful to be unique. And ‘Billie’ is a biographical account of a young godfather who admires the fighting spirit of his new goddaughter (written by Guillaume Corbeil and illustrated by Cécile Gariepy).
LBB> The book’s jacket protects a delicate face on the cover. Tell us more about this. Where did the idea come from, and how was this aspect created?
Geneviève> Since our book is a collection of four stories in completely different illustration styles, we wanted a breadcrumb trail that runs from beginning to end with the measurement of the baby's head from 24 to 40 weeks. So, the baby's head on the cover represents the size at 24 weeks. When we saw the delicacy of the baby on the blanket, we immediately wanted to wrap it like a newborn, just like how they’re wrapped when in the hospital.
LBB> The accompanying spot is excellent! Where did you find the babies, and where did you shoot?
Geneviève> We decided to film the videos at Sainte-Justine’s Hospital, a paediatric hospital with an actual premature baby. As luck would have it, the baby in the 30-second spot was exactly the right weight. It was meant to be! We were absolutely delighted when the father of this little heroine agreed to play his own role in the video, and his being there represents the parents of all premature babies. After all, the Préma-Québec organisation exists for these parents, and the book was basically made for them.
LBB> Who directed the spot, and why were they perfect for the job?
Geneviève> We wanted to work with a director who is close to the cause. As a father of two children born prematurely at 27 and 30 weeks, Nicolas Monette has benefited from the services of Préma-Québec, which made him the perfect choice for the campaign.
LBB> The video of Stéphanie Lapointe (‘Flocon’) reading is quite heartfelt. What was capturing this like?
Geneviève> We shot the messages in small teams in order to respect the children and their families. It was an intimate and touching moment - a bit like telling a story to your child before bedtime.
LBB> Do you have any memorable lessons learned from the making of this new campaign?
Ginette> Only one lesson: when people work with their heart in the interest of making the world a better place, anything is possible! Passion and commitment from the heart will always make a difference!
LBB> What challenges have you faced during this project? How did you overcome them?
Geneviève> Two challenges were present throughout the project. Firstly, the weight of the book had to be respected. Because each change could have an impact, several physical tests had to be done during the project. Time was the other big factor. This project involved several production steps, and several craftspeople, and we had to make sure to respect our deadlines in order to be able to launch the book on time.
Ginette> Préma-Québec has not experienced any great challenges on our side because we work with the best in Canada!
LBB> What has the initial response been like?
Geneviève> So far, really good. The prime minister of Québec and other personalities have shared their love of the book, and we are currently the ‘coup de coeur’ of many bookstores.
Also, the authors and illustrators have gone on to become natural ambassadors of the book. Just by the way they got involved during the launch day, and more recently through their presence at the Montreal book fair, we can see that the project is close to their hearts.
Ginette> It’s been the most beautiful reaction ever! There’s a wonderful enthusiasm, and the people touched by the cause are happy to make the experience tangible. Feeling understood in their ordeal also helps them to heal.
LBB> What did the chance to be involved in this project mean to you?
Geneviève> Creating a true commercial product with 100% of the profits going directly to the cause has been extremely rewarding and fulfilling. It is a project that has also brought us to meet the families for whom we are making a real difference. It was quite an emotional experience.
But more than that, it gave us the opportunity to collaborate with an incredible amount of talent - the kind of talent you don't work with every day - to make a project like this happen.
LBB> One in 10 births in Quebec each year are premature. How can Canadians work to support and help families facing this situation?
Ginette> It is said that one in 10 babies is born prematurely. Canadians can support the cause by supporting our charitable activities, making a public commitment to the optimal health of premature babies, discussing with their elected officials the issues at stake for families and the well-being of babies, remembering that all babies have the right to have their parents by their side during their hospitalisation, and by pushing for society to recognise this fundamental right. As such, by supporting Préma-Québec, Canadians can speak out and advocate for all premature children to have the right to equity and excellence.
LBB> Is there anything you’d like to tell readers about Préma-Québec, and how they can support the work you’re doing?
Ginette> We ask that people who buy and read the book talk about prematurity more. And, we also ask those who can to support our actions by giving generously on our website. As our goal has always been to save children, by encouraging research, we are able to improve the number of successful outcomes for premature children.
The hardest thing for a parent is to see their child suffer, and we know parents are willing to fight until the end. As such, by supporting prematurity, you make it possible for thousands of people to realise their dream... to become a family. No matter how early each premature baby's life starts, the road they take afterwards will be beautiful, and we want them to grow up with the same hope that we share - anything is possible!
