OMNI-CHANNEL CAMPAIGN (NONPROFIT)

DC DEPARTMENT OF HEALTH

SUMMARY

The Washington DC Department of Health needed to connect with young mothers in order to stem the rise in infant mortality rates. They came to Edelman where Kate led strategy and the campaign work.

CHALLENGE

These young women faced many barriers to get them to proactively seek out prenatal care in their first trimester.

insights

We found from ethnographic research that these women are strongly influenced by their community, but often lack relatable role models. They tended to be focused on the ‘now’ vs. the ‘future’, not allowing them to think about nine months from now.

strategy

Show that DC DOH is the community to surround expectant moms with care, encouraging them to do the same.

solution

We created a fully integrated campaign (print, experiential, social, owned video) to create a community to show the love of, and by, the young women for themselves, each other, and their unborn babies through a campaign called, “Stronger Together”.

result

Mayor Gray, DC’s mayor at the time, applauded the campaign as one that put DC back on track in lowering its infant mortality rates.