Mom Genes FIght PPD

A research study at UNC Chapel Hill was looking for a genetic cause for postpartum depression (PPD)—a disease that effects one in seven moms—but was struggling to enlist enough women to donate their DNA.

As part of Wongdoody’s pro-bono initiative, we partnered with UNC to turn the study into a powerful brand, redesigning the entire user journey and creating a grass roots campaign to enlist new moms in the fight against PPD.

RESults

Our project created a surge of awareness, increased enrollment by 65%, doubled the sample return rate and helped UNC build the world’s largest genomic study of postpartum depression. We even got some love from celeb moms Alanis Morissette and Catherine Reitman.

In 2023, UNC published their findings confirming a genetic connection to PPD —- a breakthrough in understanding a disease that affects so many women.

The PSA

To launch our campaign, we created a PSA that twisted the cliches of women’s denim advertising into a brutal metaphor for how moms experience postpartum depression.

As Senior Art Director on the campaign, I established the look of the production and worked closely with the director, choreographer and art department to bring this small budget music video to life.

Fun Fact: I sing backup vocals on the music track!

RECOGNITION

Clios Health / Silver + Shortlist
The One Show / Merit + Shortlist
Comm Arts Design / Shortlist
Comm Arts Advertising / Shortlist
AdAge Editor's Pick

The Pop-Up Event

To increase awareness for our pro-bono campaign, we needed mom influencers and bloggers to help spread the word… for free.

With a shoestring budget, lots of hard work, and DIY ingenuity, we hosted an exclusive pop-up at The Grove in LA, bringing together 75 unpaid mom influences, generating tons of earned media and content and enlisting brand partners like Paige Denim, Mamava, Hello Bello and Michael Kors.

I was heavily involved in the event planning and programming by creative directing the Instagrammable backdrops and window displays, collaborating with vendors, and designing the print pieces, staff wardrobe, and giveaways like a denim tote, patches, pins and stickers.

@MomGenesFIGHTPPD

To help direct new participants to our study’s site and app, we created an Instagram profile for our campaign.

We began by creating content that leaned heavily into our denim theme but have continued to evolve our social presence into a community of moms, sharing resources and elevating the voices of those who’ve experienced and overcome PPD.

The Spit Kit and UGC

Before our campaign, UNC struggled to get qualified moms to return their spit kits. By redesigning the packaging and instructions, I made the kits easier to understand and harder to miss. I also created branded pins, stickers and patches to reward our moms and make them feel part of our brand.

Most importantly, we designed a postcard that encouraged moms to write about their #MomGenes and share their message on social media. This simple piece of paper became a vital source of organic, unpaid UGC that continued to help spread awareness for our study and encourage more moms to participate.

momgenesfightppd.org

We also overhauled the UNC study’s website for our campaign. As Senior Art Director, I led the website redesign, establishing our digital brand guidelines, creating the graphics, designing the user interface and creative directing our web design team to bring it to life across desktop and mobile.