Last week, we had the privilege of attending the Mercy Health Foundation Mother’s Day Lunch and witnessing the launch of a campaign incredibly close to our hearts: the Born Brave Appeal.
“Some babies are born brave. But they shouldn’t have to fight alone.”
Created to support the Mercy Hospital for Women’s Neonatal Intensive Care Unit (NICU), the Born Brave Appeal is raising $1 million to help provide expert care, life-saving equipment and brighter beginnings for vulnerable newborns and their families across Victoria.
Building the Born Brave Campaign with Mercy Health Foundation
Over the past months, we’ve had the honour of partnering with Mercy Health Foundation to bring the campaign to life across co-design, strategy, naming, brand platform, messaging and visual identity.
From the beginning, this was never about creating a campaign that simply asked people to donate. It was about building something people could genuinely feel part of. Something that could hold both the unimaginable fragility of those early days and the extraordinary courage that exists within them. Something that Mercy Health Foundation could use to drive much-needed donations for years to come.
“Storyfolk brought both heart and discipline to the Born Brave appeal. They understood the importance of telling this story with respect and honesty, and delivered creative that not only honours our families but also inspires our donors to act.”
Rebecca MacFarling
Chief Executive | Mercy Health Foundation
The Inspiration Behind the Born Brave Appeal
As we listened to stories from families, clinicians and researchers, one thing became undeniably clear: every baby in the NICU is already fighting one of the bravest battles imaginable.
But behind every tiny patient is an entire network of people fighting alongside them: parents holding onto hope, clinicians carrying immense responsibility with extraordinary compassion, and researchers working tirelessly to improve outcomes for the future.
Born Brave became a way to honour all of them.
Creating a Human-Centred Fundraising Campaign for the NICU
The campaign platform was designed to create emotional connection and showcase both the strength and fragility of the NICU.
Rather than relying on fear-based fundraising, the strategy focused on building a shared sense of courage, care and collective responsibility. Every part of the identity and storytelling system was developed to feel deeply human: gentle but strong, hopeful without avoiding the reality families face.
Launching the Born Brave Appeal on Mother’s Day
Launching the campaign on Mother’s Day carried particular significance.
Sitting in a room filled with clinicians, supporters, partners and families, hearing stories from Stephanie Butera, Sarah Sprigg and Lina Avramidis alongside insights from Professor Brett Manley and Dr Arun Sasi was a powerful reminder of why this work matters so much.
It was also a reminder that campaigns like this only succeed when people come together around a shared belief that every child deserves the best possible start to life.
Storyfolk’s Commitment to Purpose-Driven Campaigns
At Storyfolk, we believe the most impactful brands are built not only to communicate, but to drive meaningful change. To create momentum. To help important organisations rally communities around causes that matter.
Born Brave is exactly that kind of work.
We are incredibly committed to helping make this campaign a success — not simply as creative partners, but as people who genuinely believe in the impact Mercy Health Foundation and the Mercy NICU have on thousands of Victorian families every year.
Supporting this appeal means supporting better care, better equipment, ongoing research and brighter futures for some of the state’s most vulnerable newborns.
Thank You to the Mercy Health Foundation Community
To the Mercy Health Foundation team, thank you for trusting us with such an important piece of work, and for the care, ambition and collaboration you brought throughout the process.
And to everyone already supporting the Born Brave Appeal: thank you for standing beside the bravest little fighters and the people who love them.
We’ll be sharing more of the strategy, storytelling and design thinking behind the Born Brave campaign in the coming weeks through a full case study.
How to Support the Born Brave Appeal
Philanthropy matters.
There are many ways to be part of Born Brave. You can support events, fundraise in your own way, get your organisation behind the cause, or introduce others who care about ensuring babies have the strongest possible start in life.
To learn more, visit the Born Brave: born-brave.raiselysite.com
Or read the case study for Born Brave here
