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Préma-Québec and LG2 Deliver a 1.8-Pound Book About Premature Birth



Marking world prematurity day, the book captures the fragility of a preterm baby

Préma-Québec and LG2 Deliver a 1.8-Pound Book About Premature Birth

To mark World Prematurity Day, Préma-Québec hopes to raise awareness among Quebecers of the importance of supporting parents of children born prematurely, a reality that affects nearly one in 10 births in the province each year. To do so, creative agency LG2 collaborated with Préma-Québec to develop an original idea that has the power to capture the fragility of a preterm baby: a book featuring four light hearted stories about premature births. This book also literally carries a message that goes far beyond the words and illustrations of its contributing creators; the book weighs 1.8 pounds, the same as a very premature baby.

“The emotional weight of a premature birth is difficult to grasp until it’s experienced. The fragility of the tiny infant contrasts starkly with the weight of the ordeal the family and child face. Préma-Québec had the incredible opportunity to work with the creators behind this work which will undoubtedly touch the hearts of Quebecers and, in so doing, further Préma-Québec's mission.” – Ginette Mantha, founder and executive director, Préma-Québec

Like a premature baby, the book will arrive a month early. Originally scheduled to launch on December 17th, Le livre de 1,8 livre (The 1.8-pound book) will be launched on November 17 to mark World Prematurity Day. LG2’s initiative illustrates the power of small details – the book’s jacket protects the delicate face on the cover and keeps it warm. The tiny face, just 23 cm in circumference, reflects the reality of a very premature baby. Through the pages of poignant stories and beautiful illustrations, the reader observes the subtly changing dimensions of a baby's head at different weeks of gestation. As they read, the actual physical weight of the book reminds them of the fragile reality in their hands.

“It's not every day that you get the chance to work on a book, especially in a creative agency. Le livre de 1,8 livre (The 1.8-pound book) is a long-term project that required creativity from beginning to end. After a two-year collaboration with Préma-Québec, an organization with a noble and critical mission, it’s humbling to see the work of so many talented people with so much expertise in a small object that will do so much to raise Awareness.” – Sarah-Maude Raymond, supervisor, account services, LG2

In addition to the contributions of eight local illustrators and authors, Le livre de 1,8 livre (The 1.8-pound book) campaign was made possible through the support of partners Touché!, Gorditos and Québecor.


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Categories: Corporate, Social and PSAs, Health

LG2, Thu, 17 Nov 2022 13:39:03 GMT