Mom Genes Fight PPD

Postpartum depression is a serious, and seriously mysterious disease. But one research team at UNC aims to change that, and one day, cure it. They just need the DNA of moms who have suffered PPD to better understand it.

So we created a campaign encouraging moms to use their Mom Genes - the genetic fabric that makes them, them - to fight and shed light on a terrible disease. All with zero paid media.

RESULTS

Our project increased enrollment by 65%, doubled the sample return rate and helped UNC build the world’s largest genomic study of postpartum depression. We even got some love from celeb moms Alanis Morissette and Catherine Reitman.

In 2023, UNC published their findings confirming a genetic connection to PPD —- a breakthrough in understanding a disease that affects so many women.

PRESS
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RECOGNITION

MOM INFLUENCER EVENT

We created a pop-up at The Grove in LA, hosting a discussion panel for moms who had experienced PPD. At the event, moms could speak to the researchers from UNC in person to learn more about the study, take pictures at photo ops, create swag to take home, and even win custom made denim jackets from an on-site artist. I also tended bar.

The website / app

We re-branded and re-designed UNC’s website and the app where participants joined the study , streamlining and simplifying information so people knew exactly how they could join, and how they could help after. See it in action here.

SOCIAL CONTENT

Below are some examples of the kind of content we published. Check it all out here.

Spit Kit

After moms completed the in-app survey and qualified for the study, we’d send them a spit kit – a DNA collection kit – with everything they need to participate.