Ylab wins MMA Smarties China 2021 Awards
The winners of the 2021 MMA Smarties China Awards have been announced. Ylab’s "9.12 Defect-free Baby Program" won:
Marketing Purpose: public welfare/social influence/non-profit
Silver & Excellent Awards
The long-term public welfare project "9.12 Defect-free Baby Program" co-created by Ylab and Bayer China is intended to raise the awareness of pregnancy preparation in lower-tier cities, provide them with scientific nutrition and knowledge, and reduce the rate of birth defects in China. The problem of birth defects in China is severe: In 2019, 5-8% of Chinese newborns have birth defects, and a child with a defect is born every 30 seconds. Due to the lack of awareness of pregnancy preparation, birth defects are mostly concentrated in lower-tier cities. The Chinese government attaches great importance to this and has issued the 2030 Health Plan, hoping to quickly generalize knowledge of birth defects.
Since 2019, Ylab has been developing a long-term public welfare project, “9.12 Defect-free Baby Program,” for Bayer Elevit on every September 12 "China’s Birth Defect Prevention Day." Last year, we cooperated with the government to leverage the influence of multiple resources and produced an animated MV.
On September 12, #912Defect-freeBabyProgram# attracted huge attention and discussion across the internet. The reading volume of the two topics on Weibo exceeded 100 million, the discussion volume reached 238,000, and the MV playback volume reached 5.48 million. The success of the campaign allowed the international brand of Elevit to establish popularity in lower-tier cities and open up sales.