A seamless function for the South African Breastmilk Reserve (SABR), UNICEF and the National Department of Health, open to medical professionals, the media and the public, and delivering excellent coverage.


Globally, premature birth is the leading cause of death worldwide in children under the age of five. There are 15 million babies born prematurely worldwide every year – that’s one in every 10 births. And eight out of 100 of these “prem” babies are born in South Africa.

To raise awareness of preterm birth and the concerns of preterm babies and their families, World Prematurity Day is observed on 17 November each year. To mark the occasion in 2016, dotGOOD, as South Africa’s leading social marketing agency, was asked to coordinate an event and the associated public relations campaign for the United Nations International Emergency Children’s Fund (UNICEF), the South African Breastmilk Reserve (SABR), the National Department of Health and its partners.

The event was open to delegates, medical professionals, the media and the public. Our experience with marketing below-the-line community activations for government departments and NGOs has earned dotGOOD a reputation for being an exceptional implementation agency too.

We coordinated a seamless event from inception to takedown, including procuring all audiovisual equipment as well as decor and other event elements.

As the official communications agency responsible for media relations, we identified and invited media representatives, drafted the media release for distribution on the day, took photographs during the event to accompany the release, and monitored media coverage afterwards. A well-executed event was achieved, with coverage totalling R1 813 937,68.


  • Conceptualisation
  • Design
  • Execution/Logistics
  • Procurement
  • Media liaison
  • Marketing communication
  • Event management
  • Reporting


  • Organise the event to mark World Prematurity Day, and manage all PR.


  • An excellent event, and coverage totalling an advertising value equivalent (AVE) of R453 484,42 and public relations (PR) value of R1 813 937,68 was achieved.


“It is great to see so many young people and young leaders here today. It is always encouraging to see young South Africans interested in their health, because it means they are interested in their futures.”

– Acting Mission Director Rebecca Krzywda, USAID




“I can confidently recommend the professional, creative and accommodating dotGOOD team – they go above and beyond, no matter the task.”

Nicola Hickman

– Former Incolabs Brand Manager

“An energetic, creative team that delivers.”

Rehana Moolla

– Croxley Brand Manager

“Through ongoing tailored messaging, dotGOOD has given our initiative a strong advocacy voice and increased the visibility of our work.”

Stasha Jordan

– South African Breastmilk Reserve Executive Director

“We choose to work with dotGOOD because of their expertise in sustainability and their unique ability to reach commercial objectives.”

Joanne Esterhuizen

– Hi-Tec Sports Marketing Director

“The dotGOOD team have proven their dedication to innovation, creativity and doing good.”

Jayantha Naidoo

– Nedbank Sponsorship Events Manager