Multi-Channel Postpartum Campaign
Project Snapshot
Ottawa County Department of Public Health received a grant to amplify awareness of resources available for postpartum families, with a focus on connecting new parents (English and Spanish speaking) to the National Maternal Mental Health Hotline. The goal was simple but meaningful: make sure families knew help was available, and make it easy to reach.
Client Overview
Ottawa County is one of the fastest-growing counties in Michigan and oversees numerous public health projects and initiatives.
Postpartum depression affects more new parents than most people realize. Worse, even fewer know where to turn when it manifests. When the Ottawa County Department of Public Health came to us to help spread awareness and connect local families with support, we knew the creative approach would be just as important as the strategy behind it.
Project Goals
Reach Local Families
Meet new parents where they are, in doctors' offices, in the community, and online, with materials they'd actually hold onto.
Reduce Stigma
Create a campaign that felt warm and encouraging, not clinical or alarming, so families felt seen rather than singled out.
Drive Hotline Awareness
Ensure the National Maternal Mental Health Hotline was front and center across every touchpoint, making it easy to remember and easy to reach.
Here's What We Did
We started with a written marketing strategy, honing in on the target audience, core messaging, and campaign goals. From there, we built a visual moodboard to anchor all creative assets in a cohesive look and feel, utilizing calm purples and blues with pops of yellow and orange, keeping the tone encouraging and warm without leaning into the heaviness of the subject matter.
Advertising Materials
The campaign spanned digital ads, streaming audio ads, and MAX bus ads in both English and Spanish, all pointing parents to the National Maternal Mental Health Hotline (1-833-TLC-MAMA). A tri-fold brochure rounded out the print side, giving families something tangible to take home with all the information they needed in one place.
Parent Handouts
The swag suite was a really intentional part of the campaign. It was important that all of the swag felt like encouragement first and a resource second. The collection included a sticker reading "you're doing great, mama" with the hotline number tucked in smaller text, a stress ball reminding parents that "support is just a text away, mama," and a bookmark offering the quiet reassurance of "you are not alone” designed to be kept, displayed, and returned to when it mattered most.
The Handoff
Once strategy and creative were complete, we packaged everything and handed it off to the Health Department to execute so they could implement the campaign on their own timeline.
Follow-Up
Why It Worked
By mixing encouraging messages with practical next steps, this campaign reached parents where they were at.
Compassionate Campaign
From bus ads to branded swag, the multi-channel approach ensured the message showed up in everyday moments, not just in a waiting room pamphlet.
Intentional Materials
Every swag piece was created with intention: encouraging words paired with a quiet reminder that support is available. We created the kind of items a parent would actually use and see regularly.
Turnkey Campaign for Launch
The Health Department walked away with a complete, cohesive campaign: strategy, creative, and materials all in hand and ready to execute on their own timeline.
