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…
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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.
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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.
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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
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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.
