The brand awareness video that broke the internet’s heart


  • 15 million views (and counting)
  • 90,000+ shares
  • Over 5000 personal stories shared
  • Millions of hearts broken all over the world

This truly emotional brand awareness video tells a story without words, just a song, of every parent’s worst nightmare.  At the same time it highlights the mission of the Children’s Medical Research Institute.


A multi-layered challenge

We had three main challenges to solve. We needed to increase awareness of the impact that childhood diseases have in Australia. We also needed to link Children’s Medical Research Institute (CMRI) to their event ‘Jeans for Genes’ day, which overshadowed the parent brand. And thirdly, we needed to raise awareness of the Children’s Medical Research Institute brand itself, which was struggling for identity. Many people who were taking part in Jeans for Genes day were unaware who they are doing it for. In addition, as a science-based brand, CMRI had trouble channelling the emotion that surrounds its cause. This translated to lower engagement on social networks and lower potential donations.

A simple solution

In response to these issues March One presented a strategy to resonate with the emotions of potential donors. We recommended creating a video (the most emotionally charged medium) for a highly invested online audience: women with interests in family, motherhood, pregnancy and childhood. We created a ‘seeding’ strategy for viral marketing and online ads to reach them in the right places.


Breathtaking results

In the first 24 hours after launch the video had one million views, by the end of the first week it was at two million. After two weeks, over 4.5 million people had watched the film. So far, it has been viewed over 15 million times with a reach of approximately 20-25 million.


The video has been shared over 90,000 times with thousands of parents sharing their personal stories of their children’s illnesses.

The video broke all records on two huge parenting blogs, Essential Baby and The Motherish.

The completion rate of the video – how long it kept viewers’ attention – was 86 per cent compared to the average on that media of 15 to 22 per cent. The click through rate was 30 times the average interaction and five times more compared to any video previously posted on the page.

The Video

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