Information Blanket fights infant mortality in developing areas

Much the way L.’s “buy one, donate one” condom distribution program aims to prevent both HIV and unwanted pregnancies in the developing world, an initiative from creative agency Beattie McGuinness Bungay (BMB) targets infant mortality. Not only has the agency created a baby blanket pre-printed with critical newborn information for young parents, but it’s also launched a “buy one, give one” program to help get the blankets distributed. New from BMB’s New York office, the Information Blanket is a soft, double-knit blanket produced in the U.S. from 100 percent cotton and printed with myriad information-filled graphics using non-toxic, water-based inks. Included on the blanket, for instance, is a growth chart indicating average sizes for babies at one, three and six months; so, too, is a list of illness warning signs. Breastfeeding and vaccination information and a checkup reminder are also included to help new parents care properly for their young children. All information is printed in the local language for the area being targeted. Pricing on the Information Blanket site is USD 25 to donate one to a mother in need or USD 40 through its “buy one, give one” plan. BMB has partnered with Shanti Uganda for help with distribution in that country, whose infant mortality rate is among the highest in the world. Eventually, however, the effort aims to reach other, similarly disadvantaged areas as well. Socially minded entrepreneurs: one to get involved in? Spotted by: Katharina Kieck