Category: Life Sciences
Case Study: MomGenes
How do you find a cure for a disease that no one wants to talk about?
Postpartum Depression (PPD) is the leading cause of maternal mortality from suicide, affecting one in seven mothers. It’s a devastating disorder that leaves millions of moms feeling emotionally detached, broken and alone.
A research team at the University of North Carolina at Chapel Hill was struggling to enlist participants in a study to uncover a genetic link among moms who’d suffered PPD. We needed to empower moms to open up about their experience and donate their DNA to a study they’d never even heard of.
PPD makes moms feel helpless. Finding a cure makes them feel badass.
Having a baby is supposed to be a joyful, blissful time. But PPD steals that away, causing moms to feel confusion, separation and shame. By arming moms with education and support, they’re empowered to share their stories and participate in finding a cure.
Don’t just ask moms to join a study. Inspire them to join the fight.
To achieve the best results, UNC-Chapel Hill needed 100,000 DNA samples from eligible mothers. So we created Mom Genes Fight PPD, an app and awareness campaign that highlighted the power of a mother’s DNA in the fight against PPD.
We launched with a jeans commercial featuring glossy fashion clichés to highlight the grim and often hidden reality of postpartum depression. To keep moms engaged, we designed every touch point, including social, the website, the app and the DNA collection kits, with a cohesive denim theme. We also hosted a pop-up in LA for mom influencers to help spread the word.
The study garnered coverage from the NYT, CNN, HuffPost, BuzzFeed and more, plus support from influencers and celebrity moms. Since the campaign’s launch, thousands of moms who once felt helpless and alone have taken action, sent in DNA samples, and shared their stories. And with zero paid media, MomGenesFightPPD went from barely moving to a movement.