 Each year, 120,000 babies are born with a birth defect, one in nine are born prematurely, and 10 to 15% are treated in intensive care. Established in 1938 to eradicate polio, the March of Dimes evolved to fight the serious health risks facing pregnant women and babies. By spearheading landmark vaccines through education and breakthroughs, it dramatically lowered defect and premature birth rates, and helped millions of babies begin life strong and healthy. But despite the strides forward, March of Dimes faced significant challenges of brand awareness and reception. Enter the I'm Born To campaign. The premise? Every baby is born to do something great. Whether they're born to dance, rock, cook or build, by showing what children can become, we made an emotional connection with parents' hopes and dreams for their baby's well-being. The campaign sought to own an untapped time period, Mother's Day through Father's Day. We enlisted parents' premature babies to share their stories. We signed on retail partners who raised more funds than ever before, and rallied their customers to purchase with a purpose. We turned I'm Born To into national news, igniting urgency and action around the effort. Our integrated campaign brought to life what children are destined to become, in outdoor and in store, in broadcast, print, newspaper and digital. This simple idea pulled on heartstrings and purse strings alike. The results? Corporate sponsors doubled in number. We exceeded goals by 20%. Increased site traffic by 600%. Earned over 470 million impressions. The campaign increased familiarity, favorability and intent to donate, as well as shop March of Dimes retail partners. And year-over-year fundraising increased 312%. The I'm Born To campaign has helped March of Dimes accomplish what it was born to do. Help ensure more babies are born strong and healthy.