Case Study: March of Dimes

Giving voice to experiences of pregnancy, parenthood, and loss through a dynamic, multi-channel, storytelling campaign. This included a podcast, in-person storytelling activations, toolkits for events, a digital storytelling website, influencer engagement, media & more.

A campaign for every parent or would-be parent who has ever felt alone.

Breaking down the challenge…

  • Purpose had already supported March of Dimes through a rebrand, shifting away from a focus on premature birth to pregnancy and infant and maternal health more broadly.

    Building upon this work, March of Dimes was looking to build a participatory campaign that could foster deeper community and connection with its supporters.

  • The United States is in the midst of a maternal-and child-health crisis, with more than 380,000 babies born prematurely each year, as well as more than 50,000 women experiencing life-threatening complications as a result of pregnancy and childbirth, loss is far too real and far too common.

    Yet, these honest stories of pregnancy, parenthood and loss were too often left unshared.

  • We developed a campaign, “Unspoken Stories” to give voice to experiences that are not always heard, from the joys of parenting to the heartbreak of loss.

    Campaign wins include:

    • A digital storytelling platform with more than 100K unique visitors and 300 personal stories

    • Social media storytelling with strong influencer engagement from Melissa Joan Hart, Rachel Platten and Nick Lachey

    • Onsite storytelling via digital story booths at March for Babies pilot markets and partner events with March for Moms and DC Mayor’s Maternal Health Summit

    • Digital and onsite Unspoken Conversations in partnership with Facebook, PopSugar and the Resident ( e.g. “Nine Months with Courtney Cox on Facebook Live”)

    • A mini-docuseries podcast hosted by mom, actress and advocate, Tatyana Ali, with more than 8,700 downloads and featured on major WNYC podcast Death, Sex & Money

  • I joined the project in the execution phase and supported on all relevant deliverables. I lead the development of the podcast series which included working on story selection, story boarding and promotion.

One interesting insight from this work

Infant health and healthy pregnancies draw a large audience. In 2017, 43M Americans rated interest in healthy pregnancies and infant health, and organizations that focus on those topics, an 8 or higher (1-10 scale).