Mom Genes

In 2020, I was approached by WD management to work on a pro-bono project. The premise? Raising awareness about postpartum depression (PPD). The birth of a baby evokes powerful, delightful emotions. However, it can also lead to severe, life-threatening depression.

“Most new moms experience postpartum "baby blues" after childbirth, which commonly include mood swings, crying spells, anxiety, and difficulty sleeping. Baby blues usually begin within the first 2 to 3 days after delivery and may last for up to two weeks. But some new moms experience a more severe, long-lasting form of depression known as postpartum depression. Sometimes it's called peripartum depression because it can start during pregnancy and continue after childbirth. Rarely, an extreme mood disorder called postpartum psychosis also may develop after childbirth. Postpartum depression is not a character flaw or a weakness. Sometimes it's simply a complication of giving birth.” Henry Mayo Clinic

I was part of the initial stages of this meaningful project. Many WONGDOODY creatives touched this campaign and I served as one of the original creative leaders to take it through its first several product stages. Eventually, it evolved beyond a platform and became larger than a digital product.

The project eventually partnered with UNC to turn their PPD study into a powerful brand with a newly designed user journey and a powerful grass roots campaign. Enrollment for the study skyrocketed 65% and even got recognition from celeb moms such as Alanis Morisette.

http://momgenesfightppd.org/

Recognition

The One Show / Merit + Shortlist
Comm Arts Design / Shortlist
Clios Health / Silver + Shortlist
Comm Arts Advertising / Shortlist

Creative Team
Too many to mention.

Disciplines
UX/UI/BX/STRATEGY