B’more for Healthy Babies Safe Sleep Campaign

CEO’s Evolve partnered with the Johns Hopkins Center for Communication Programs to support research, messaging, design and social execution.

  • Lead social marketing, influencer strategy, community engagement, focus group research and creative rollout for the citywide Safe Sleep campaign.

  • B’more for Healthy Babies sought to reduce infant mortality in Baltimore City by increasing community adoption of safe sleep practices. The campaign required a refreshed, community-centered approach that reflected current parent behaviors, cultural norms, and trusted messenger dynamics. CEO’s Evolve partnered with the Johns Hopkins Center for Communication Programs to support research, messaging, design, and social media execution.

    • Tested message frames and prototypes (video concepts, imagery, taglines) with parents and caregivers in communities with the highest infant mortality.

    • Co-created a digital Safe Sleep Toolkit with evidence-based, parent-friendly messaging.

    • Led a relatable real-parent influencer campaign to reinforce safe sleep norms citywide.

    • Developed an annual Safe Sleep Month social media toolkit for partners and practitioners.

    • Designed creative assets for web, social, and community partner distribution.

    • Contributed to a 35% decrease in Baltimore’s overall infant mortality rate, concentrated in high-risk neighborhoods implementing Safe Sleep best practices.

    • Safe Sleep content helped drive over 114,200 video views across campaign channels in one quarter.

    • Community response validated the effectiveness of using real parents as trusted messengers, increasing relatability and message retention.

    • The Safe Sleep Toolkit became a widely used resource among city agencies, health professionals, and partner organizations.

Brand Awareness Analysis— BHB

  • The influencer campaign generated substantial brand awareness with high engagement and visibility. Prior to the campaign, BHB’s average content performance included 4,933 views, 2,757 in reach, 121 profile visits, and 40 follows.

  • During the campaign, BHB experienced a substantial boost with 114,200 views, 994 profile visits, 190 follows, 1,300 in reach, and 322 shares—highlighting increased interest and peer sharing of the content.

10.png
13.png
11.png
12.png

Brand Awareness Analysis — UChoose

  • The influencer campaign generated substantial brand awareness with high engagement and visibility. Prior to the campaign, UChoose typical performance averaged 530 views, 305 reach, 86 profile visits, and
    11 follows.

  • During the campaign, views skyrocketed to 129,144, with 1.2K profile visits, 193 follows, 3,300 in reach, and 584 shares. This dramatic increase across all metrics—particularly in shares and follows—demonstrates the campaign's success in generating awareness, attracting new audiences, and encouraging community engagement through trusted messengers.

Next

UChoose Engagement Campaign