PROJECT:

MOM GENES: UNIVERSITY OF NORTH CAROLINA

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.

With branded DNA collection spit kits, a robust social campaign, and a beautiful launch video, this campaign was just finding its legs as we moved into the on the ground experience.

AGENCY: WONGDOODY LA

MY ROLE:

WRITER, EXPERIENTIAL LEAD

I developed the experiential narrative for this established campaign. Mom Genes is obviously a play on "mom jeans" so naturally the experiential campaign became a boutique denim store located in the formers Barney's NY location at the Grove in LA.

I lead a team of junior creatives and interns to develop swag, posters, DNA collection kits, floor plans, speaking calendars, and dozens of other peripheral marketing assets for the event.

We invited influencers who had experienced PPD and gave them a platform to share their stories. These powerful conversations ignited an ongoing network of support across social.