A baby doing one-armed pushups on a billboard is quite a sight. The iconic visual is just the first in what will be many strong baby ads that will appear across the city over the next year. The campaign is the result of a partnership between Serve and the Milwaukee Health Department to lower the infant mortality rate in Milwaukee by advocating healthier behaviors by young mothers. The first ad touts the value of immunization at an early age. Last year immunizations dropped significantly in Milwaukee, especially in the central city.