Toronto’s Hospital for Sick Children (Sick Kids) is one of the leading paediatric healthcare centres in the world. Its Neonatal Intensive Care Unit caters to the most fragile infants.

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The NICU can be intimidating for new parents who feel overwhelmed and uncertain about their role there. Their babies do not have the same opportunities for bonding as typical newborns.

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Our task was to help parents understand the essential role they play in their children’s recovery. Messaging emphasized that the lines of communication were critically important.

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The concept is now being replicated in hospitals around the country.