They say when a child cries right after being born, it's a good thing, because that tells us that the baby's body is responding to the change in environment, which is a sign of a healthy heart. I don't know if that's true or merely a midwives' myth, but it sounds pretty logical.
So, crying is a good thing, right? They applied a similar concept to create this brilliant campaign. I'll spoil it if I reveal more. Just have a look.