A NICU Nurse Meets the Babies She Saved in This Viral Tearjerker From Kleenex

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In "Tiny Miracles," an emotional video timed to Neonatal Nurses Day, Kleenex reunited a NICU (neonatal intensive care unit) nurse with the children whose lives she saved at birth. With lots of tiny hands, itty-bitty scrunched-up faces, and newborn photos, the whole thing is designed to make you bawl like a baby.

Working in the NICU is emotionally draining. As nurse Renee, the star of this piece, points out, they never know if the babies will make it through the shift. Nonetheless, she's carried on tirelessly at the WellStar Kennestone Hospital in Marietta, Ga., for the last 33 years.

To surprise this miracle worker, Kleenex showed Renee a short video in which tearful parents express gratitude for her love and care. Then a bevvy of parents and children from the video enter the room for an emotional reunion.

It's part of an online series created by VIMBY, in partnership with the Facebook Creative Shop, for Kleenex's "Someone Needs One" campaign, which notably includes another story that went viral: the one with Chance the wheelchair-bound dog.

Since going live on Sept. 15, "Tiny Miracles" has received almost 2.5 million views on YouTube and more than 2 million more on Facebook. It's probably safe to say Kleenex has sold a few boxes of tissues since to keep up with the waterworks.


Client: Kleenex

Agency: VIMBY, Facebook Creative Shop

Executive Creative Director: Adam Reno

Producer/Director: Carrie Stett

Director of Photography: Jesse Aragon

Production Company: VIMBY

Editor: Nick Varley

Media Agency: Mindshare

Kleenex AOR: VSA

@rebeccacullers Rebecca Cullers is a contributor to Adweek.
Publish date: October 2, 2015 https://dev.adweek.com/creativity/nicu-nurse-meets-babies-she-saved-viral-tearjerker-kleenex-167313/ © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT