What a touching idea. Samsung has developed a new way for parents & preemies to connect, via sound. "Voices of Life," a Launching People initiative, enables a mother's voice and heartbeat to be transmitted to a baby inside an incubator "wombified", which has been shown both to help parents bond with their babies and to enable babies to receive the maternal sounds they need for healthy brain development. No more beeps and machines as babies company only at night, but mom's heartbeat and lullabies. My thought went straight to the boy who beeps, but babies don't learn to beep-communicate with those hospital sounds around then, they are just robbed of the comforting womb sounds that help their brains develop.

A baby starts to hear sounds in utero around 24 weeks, but for the 15 million premature babies born each year, the nurturing sound of the womb is lost. Research suggests that exposure to a mother’s voice and heartbeat can help a preemie’s brain develop and grow. Launching People, a global campaign by Samsung Electronics Co., Ltd., designed to help consumers unleash their potential and create meaningful change through the use of Samsung technology, initiated this pilot program. Through the "Voice of Life" app and Samsung speaker technology, a mother's voice and heartbeat will be "wombified" for baby's ears (a process which removes high frequencies not present in the womb), and then sent to the incubator at NICU.

Fantastic idea. Also "wombified" is a lot simpler than you'd expect, they simply make it better for week for baby's ears by using a process that removes high frequencies not present in the womb.

Advertising Agency: Leo Burnett, Chicago, USA Chief Creative Officer: Mark Tutssel Executive Creative Director: Dan Chodrow Creative Director / Art Director: Brandon Cox Creative Director / Copywriter: Debbie Mudd Associate Creative Director / Art Director: Mikey Hester Graphic Designer: Rob Schellenberg, Frances Macleod Executive Producer: Matt Blitz Producers: Keith Jamerson, Caitlin VanderKlok Account: Ben Bartolomei, Lisa Bamber Strategy: Wells Davis, Layla Revis Production Company: Whitelist Collective Directors: Bobby Moser, Ben Mullinkosson Director of Photography: Brandon Kapelow Executive Producer: Jared Anderson Line Producer: Rich Salamone Editorial House: Cut and Run Editor: Ben McCambridge Assistant Editor: Lee Bacak Executive Producer: Amburr Faris Post Production: MPC Colorist: Kris Smale App Production: Unit 9

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Dabitch Creative Director, CEO, hell-raising sweetheart and editor of Adland. Globetrotting Swede who has lived and worked in New York, London, San Francisco, Amsterdam, Copenhagen and Stockholm.

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