Mom Genes Fight PPD

A research study at UNC Chapel Hill was looking for a genetic cause for postpartum depression (PPD)—a disease that effects one in seven moms—but was struggling to enlist enough women to donate their DNA.

As part of Wongdoody’s pro-bono initiative, we partnered with UNC to turn the study into a powerful brand, redesigning the entire user journey and creating a grass roots campaign to enlist new moms in the fight against PPD.

To launch our campaign, we created a PSA that twisted the cliches of women’s denim advertising into a brutal metaphor for how moms experience postpartum depression.