Agency Leo Burnett Chicago and production company Unit9 developed an app, Voices for Life, that lets parents make recordings -- whether it's saying goodnight, singing a lullaby, or simply talking -- which are then played to the baby in their incubator. The clever part is that the app records the mother's voice along with her heartbeat, "wombifying" the sounds and playing them to the baby through a speaker inside the incubator.
This is based on the insight that, without the benefits of reaching full development in the womb, preemies can lose the nurturing sounds of their mothers, replaced by the beeping of machinery. This disconnect between the mom and her baby puts the child at higher risk of developing language and attention deficits. But the idea is about more than that -- it also gives comfort to the parents, who can feel bereft if they're unable to bring the baby home and hold it.