The Bridge Creates Cot Death Campaign

The Bridge has created a new 48-sheet poster campaign for the Scottish Cot Death Trust. The brief was to raise awareness of the scale of the problem in Scotland, as well as raising funds. The agency used ‘snaps’ of the babies rather than photographers shots to make the message more poignant.

The campaign includes a radio commercial, which starts with the sound of a musical box playing a lullaby. Gradually the music slows down and finally stops to demonstrate how a baby can die when put to sleep.