March of Dimes: Won't Stop
The infant and maternal mortality rate in the U.S. has risen to the highest in the developed world. Despite the dedication of moms, it’s difficult to ensure a healthy pregnancy alone.
March of Dimes has been working to improve maternal and infant healthcare for over 80 years — but their legacy was lost on a new generation of donors. We saw the opportunity to position them as the champion of moms and babies, working behind-the-scenes to improve their care through research, advocacy, and education.
We transformed March of Dimes from a soft, saccharine brand to a fierce defender of families. Our launch campaign empowered parents to stand up for their family’s health and support MOD in the fight for improved care.
The campaign launched with an anthemic TV spot and OOH ads in key markets across the U.S. We also enlisted D.C.-based artist, Loveis, to create three murals in the capitol, with accompanying paint-by-numbers kits for other communities.
- Project Roles
- Conceptual, Copywriting
- Commercials - Broadcast, Commercials - Radio, Commercials - Video, Murals
- Project Industries