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Strategy: Honest Expectations
A mother's experience is drastically improved when she has honest information. We surveyed dozens of moms to gather their real questions, the basic, the giggle-inducing, and the tear-jerking. To validate these concerns, we built the campaign around a bold declaration: "No Pregnancy is Perfect." To capture the vulnerability of asking uncomfortable questions, we developed a clever visual approach. We acknowledged the inherent awkwardness by physically obscuring the subject's face with a prop representing their specific embarrassing question. This visual metaphor disarmed the audience with humor, stripped away clinical stiffness, and established an iconic aesthetic with incredible visual recall.
Execution
We deployed this experiential campaign across out-of-home, social, and live events, driving audiences to a centralized digital hub. Instead of sterile clinical FAQs, this interactive website featured evocative personal testimonies from real couples alongside honest answers from OB/GYNs and midwives. It transcended traditional hospital marketing to become a powerful support system and tremendous engagement asset.
Dismantling the Instagram Expectation
No Pregnancy is Perfect
My Role
Strategist, Conceptual Lead, Creative Director.
The Challenge
Social media often paints an unrealistic, glossy picture of motherhood, leaving three-quarters of millennial moms feeling the unfair pressure to have a "perfect" experience. Stone Springs Hospital Center needed a maternity campaign that broke through this curated facade to address the real anxieties expectant mothers face. We needed to reach women whether it was their first child or their fourth, bridging the gap between expectation and reality.
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