At BPD Advertising, my colleagues and I undertook the responsibility of crafting a campaign for the 11 HCA Capital Division hospitals featuring OB services, aimed at captivating, engaging, and inspiring the diverse array of potential OB patients. Our primary inquiry centered on how best to connect with expectant mothers in a manner that resonates with their experiences.

Our strategy was formulated in response to research indicating a prevalent surge in feelings of fear and anxiety among expectant mothers. It became evident that alongside the burgeoning list of inquiries expectant mothers possess, they also grapple with a deluge of conflicting and assertive opinions, often leaving them bewildered and questioning their maternal capabilities.

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Acknowledging the emotional turbulence that many pregnant women undergo, our campaign endeavors to transform their apprehension and self-doubt into clarity, confidence, and reassurance.

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This initiative confronts the uncomfortable questions and conversations expectant mothers may shy away from due to feelings of embarrassment or shame. By providing answers and sharing relatable anecdotes from fellow women, we aim to empower expectant mothers with the knowledge, preparation, and assurance they seek as they navigate through their pregnancy journey.