It Starts With Mom
The U.S. remains among the most dangerous developed nations for childbirth, especially for women and babies of color. The It Starts With Mom campaign brought attention to where all life starts — moms. To reach mothers and potential donors, we launched awareness and revenue campaigns to provide resources and support the mental, emotional, and physical health of moms and moms-to-be, for every step of the pregnancy journey.
Client: March of Dimes
Role: Lead Copywriter
My Contribution
Creative and Copy Creation Across Digital and Out-Of-Home
Our strategy saw that new parents, regardless of their experience, are always learning. We tailored messaging to raise awareness and drive donations by focusing on celebrating the milestones of parenthood before, during, and after the pregnancy.
Paid Social
Using paid social (Meta, Reddit, Pinterest, Snap), we highlighted the urgent need for information and resources for new and expectant moms, encouraging them to explore our website for support. Emotionally charged ads aimed to inspire through heartfelt storytelling and impactful copy, while also promoting donation drives with compelling incentives to support this crucial work.
Organic Social
Using the tone of voice developed for March of Dimes, we created various campaign posts, expert Q&As, interviews, marches, Pinterest quizzes, and more.
Agency: True North Inc.
Executive Creative Director: Dan Brown
Senior Copywriter: Alexander Filice
Senior Art Director: Naushika Perera