City of Milwaukee: Time

Serve takes safe sleep message to the streets to prevent infant deaths in Milwaukee.

With infants deaths due to co-sleeping on the rise in Milwaukee, Serve Marketing launched yet another bold and aggressive campaign to urge parents to stop sharing a bed with their infants. This time taking their message to the streets, placing dozens of mattresses stamped with blaze orange babies and provocative messages at busy inner city intersections. One headline reads, “Babies that sleep here don’t always wake up.” Another asks to “Imagine how many more babies would still be alive if they hadn’t slept here.” So far this year, 10 babies have died in unsafe sleep conditions in Milwaukee. The campaign, is part of a larger effort by the City of Milwaukee Health Department to promote safe sleeping habits for parents with small children.

"We felt we needed to do something bolder and more interruptive to get people's attention, because conventional marketing tactics just don't seem to be working," explains Serve Creative Director, Gary Mueller.