Everything They Didn't Tell You

This project has now earned 5 advertising awards including a bronze Lion for print and publishing, and a silver Glass Lion for Change at Cannes International Festival of Creativity 2023; 2 awards for print sales and packaging at the Creative Floor Awards 2023, and a silver at MM+M Awards 2023 for Heath Advocacy/Charity. I'm currently iterating version 2.0 with my copy partner – we're just getting started.

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The Problem:

Black mothers are 3x more likely to die from childbirth than White mothers.

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Insight:

Validating a Black mother's experience is essential to a healthy mom and healthy baby.

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Idea:

Hijack the #1 pregnancy book in the US and tailor it to the population that needs it most.

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Execution:

A partnership with AREA 23 and Black Women for Wellness, make a free book jacket that turns "America's pregnancy bible" into an essential health guide for Black mothers-to-be.

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Role:

Ideation, design, art direction, interactive 3D animations