In Italy alone, more than 30,000 babies are born before the 37th week of gestation every year (6.9 percent of all newborns). By creating one of the smallest books ever published, “The Premature Book” educates parents on their vulnerability to risks such as Respiratory Syncytial Virus (RSV). It also provides clear information and simple advice on how to protect these babies from the increased risks due to their early arrival and encourages families to seek help from healthcare providers, especially in the case of uncertainty.
“The Premature Book” was designed by Manuela Adreani, one of Italy’s best-known childrens’ book illustrators. It is written in the first person as if the infant is narrating a fairy tale about the care they need. Being so small, the book is difficult to read with the naked eye, reflecting the campaign’s core message; "I'm small, I need big attention." The supporting website provides additional valuable resources and information.
"Premature babies can be very fragile as many of their organs and systems may still be developing, making them more susceptible to illness," says Luigi Orfeo, President of SIN. “With a lower gestational age, we see an increased risk of contracting potentially dangerous infections. So it’s hugely important to raise awareness and inform parents about preventative measures. “The Premature Book” offers a practical, accessible resource that empowers parents with knowledge and confidence, ultimately improving outcomes for these vulnerable infants."
Fabio Teodori, Executive Creative Director, IPG Health in Italy, reflected on the innovative approach: "Creating a small educational book for small babies was a deliberate choice to symbolize the delicate nature of premature infants. We wanted to raise awareness and provide a tangible, impactful tool that parents can easily use and carry with them."
With preterm birth rates remaining high across the globe, initiatives like "The Premature Book" are vital. Early education and support can make a significant difference in the health and development of premature babies, reducing complications and improving quality of life for the child and their parents and families.
Find out more about "The Premature Book."
Vivere ETS National Coordination of Neonatology Associations
The Vivere ETS National Coordination of Neonatology Associations is formed by associations of parents of children born prematurely. Founded in 2004 by seven Founding Associations and supported by doctors and neonatologists, it was immediately supported by the Italian Society of Neonatology. Vivere ETS National Coordination of Neonatology Associations, which today has more than 50 members, is an organisation active in the social-health sector, non-profit and with the intention of supporting children born prematurely and their families, through the diffusion of a wider knowledge of the reality and the problems inherent in a birth at risk and the sensitisation of public institutions, in order to increase attention and respect towards a very small and defenceless patient who cannot communicate his state of mind and suffering.
About the Italian Society of Neonatology
The Italian Society of Neonatology (SIN) is the scientific society concerned with the care of the newborn. Founded in 1994, it has always been committed to promoting and supporting the care of the newborn, healthy and pathological, biomedical research, training and updating of Neonatologists and other professionals involved in the birth path, promoting a proper organization of neonatal care. With its 17 Regional Sections, 24 Study Groups and nearly 3,000 Members, working in hospital and university settings, the society represents the institutional headquarters of Italian Neonatology and the point of reference for parents on all issues concerning the newborn. The SIN operates in close collaboration with the Parents' Associations and in synergy with the Italian Society of Pediatrics (SIP) and the Italian Society of Neonatology Nursing (SIN-INF).
About McCann Health Boot
McCann Health Boot, an IPG Health Associate Company, is a full-service healthcare advertising and consulting agency that balances insight, intelligence, inspiration and creativity, focused on the health landscape. For over three decades, a team of over 90 highly specialized professionals has been creating connections while providing operational excellence, compelling and strategic communication and outstanding creative award-winning campaigns. The agency’s capabilities merge all segments of healthcare, including strategic consultancy, market access and government affairs, advertising and promotion, medical communication and education, patient engagement, digital, social media and PR communication. Earning recognitions in some of the most prestigious award like ADC Italy, Eurobest, The One Club Show, Creative Floor, Saniss, McCann Health Boot is the most awarded healthcare agency in Italy.
