We Helped Miracles of Birth:
A Campaign for Safer Bonding
From April to June 2024, the crowdfunding campaign Miracles of Birth took place. Its goal was to support the purchase of new pulse oximeters and a central monitoring station for the Neonatal Department of University Hospital Olomouc.
A fundraiser created to support newborns and parents
Under the name “Miracles of Birth”, a benefit campaign was launched to improve conditions for postpartum bonding at the Neonatal Department of University Hospital Olomouc.
Postpartum bonding means placing the baby on a parent’s body immediately after birth. Monitoring heart rate and oxygen levels with pulse oximeters helps provide safety and calm during this important moment.
New equipment for bonding
The goal was to raise funds for new pulse oximeters and a central monitoring station, so bonding could take place with less interruption and greater safety.
LORIKA and local partners
The initiative was started by the Olomouc-based company LORIKA, which joined forces with local partners from media, industry and business, including FreelanceCore.
We supported the campaign financially and professionally
We became involved in the campaign not only financially, but also through our expertise in marketing and event production. Although the campaign officially launched in April, preparations had already been underway since December 2023.
The longer preparation period made it possible to shape the fundraiser, prepare the communication phases and coordinate online and offline activities so the campaign felt credible, human and respectful of the topic.
In a benefit campaign, it is not only important to reach donors. It is just as important to clearly and sensitively explain why the topic matters.
A principle that ran through the Miracles of Birth campaign.The campaign connected online, offline and live events
The benefit campaign did not rely on a single channel. Throughout the campaign, work included social media, partner materials, public events, a press conference, videos, photography and advertising.
Campaign visual identity
The visual identity was created by Rency. Based on prepared materials and requirements, the team designed a logo featuring a child and a bonding parent and completed the final visual style for both online and offline campaign materials.
Online and offline promotion
We managed social media for University Hospital Olomouc and LORIKA, prepared partner materials and regularly published posts, reels and stories about the importance of bonding, the fundraiser itself, campaign events and educational topics.
Press conference and public events
We organized the opening press conference at Hotel Theresian, held on April 22. The fundraiser also appeared at the Sigma Olomouc stadium, Lobster food festival and other events.
Materials in public spaces
Offline promotion included billboards, citylights, flyers and posters distributed across Olomouc businesses and companies.
Content that helped explain the purpose of the fundraiser
In cooperation with Storyfactory, several videos were produced to introduce the public not only to the benefit campaign, but also to the topics of bonding, pulse oximeters and postpartum care.
Interviews and the main video spot
Dan Tyrlík and his team filmed interviews with doctors and representatives of LORIKA. The main video spot was shown in local cinemas, at AFO and to hockey fans watching the World Championship final on the Olomouc square.
Photos for materials and exhibitions
Photographs by Lukáš Navara were used in promotional materials, displayed during the public launch of the fundraiser at Hotel Theresian and later presented across Olomouc.
The communication followed several natural milestones
In the first part of the campaign, we focused on educating the public about the importance of bonding and postpartum care. On Mother’s Day, we opened the topic of postpartum depression and its prevention. The fundraising phase started on Children’s Day, and on Father’s Day the communication focused on the importance of bonding for fathers.
Education before fundraising
The first phase explained the importance of bonding, postpartum care and topics that are not always easy to communicate publicly.
Sensitively chosen moments
Mother’s Day, Children’s Day and Father’s Day helped place the topic in a natural context of family, care and a safe beginning of life.
Facebook performance
On Facebook, the campaign reached almost 700,000 impressions and 42,000 clicks.
Cooperation with Wakawai
We worked closely with the donor platform Wakawai, which backed the entire fundraiser. Wakawai handled the technical side of the collection and promoted it through its own channels.
Together, we coordinated activities so the fundraiser could reach the broadest possible group of potential donors — from individuals and companies to the wider public.
Thanks to donors, the campaign raised 904,063 CZK
During the two-month campaign, the generosity of companies, institutions and individuals helped raise 904,063 CZK. These funds will make it possible to purchase four pulse oximeters and a central monitoring station for tracking newborns’ vital signs.
The fundraiser therefore generated a meaningful contribution that will help improve the quality of neonatal care at University Hospital Olomouc and support families in experiencing a safer, calmer beginning of life together.
Safer bonding
The new equipment will help monitor newborns’ vital signs while supporting uninterrupted contact between the baby and parent after birth.
Donors, partners and supporters
Our thanks go to everyone who joined the fundraiser — colleagues from the Chamber of Commerce, LORIKA, Wakawai, individuals, companies and institutions.
What we take away from the campaign
A strong topic needs a sensitive tone
Postpartum care, bonding and newborn health require communication that is factual, human and trustworthy.
A benefit campaign is teamwork
The campaign’s success came from connecting the initiator, donor platform, hospital, production partners, media, companies and individuals.
Online and offline support each other
Social media, the press conference, billboards, events, video and photography together created a campaign visible both digitally and across Olomouc.
Mentioned organizations and campaign partners
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