Welcome to Parenthood.
The mission is simple - enhance the health and well-being of women, infants, and families in Dallas County. But could our campaign highlight comprehensive prenatal, maternal, postpartum, and infant care services to a time crunched audience in their most vulnerable times of need?
Understanding the Healthy Start Program
To build the campaign, research was the first step. Insights in conducted focus groups helped guide key deliverables including video, digital ads and microsite. Since the program serves communities heavily affected by health disparities and addresses a critical health crisis in Dallas County we connected with moms of all backgrounds in Dallas County. This helped me to understand the needs of the community during the planning stages and pre-launch.
Fast Forward
The videos were formatted for :07, :15, :30
In Fast Forward, a mother reflects on the challenges of motherhood, sharing how the program helps her navigate her baby's milestones and her own personal transitions. She explains that the guidance has taught her what to expect during development, giving her the reassurance that she is never alone in this overwhelming new life. The commercial encouraged other parents to give their babies a healthy start by calling or visiting the microsite for more information.
Campaign Deliverables
Strategy & Research - Market + Competitor Analysis, Focus Groups, Value Proposition
Information Architecture (IA) - Audience Personas, Sitemap, Wireframes, Content Flow, Interaction Design
Content - Design, Flyer, Illustrations, Animations
Digital - Ad + Social Campaign
Development - Dev Site, Bilingual microsite
Video Concept + Production - :07, :15, :30
Credits
Role - Senior Digital Art Director
Client - Dallas County Health and Human Services
Program - Healthy Start Program
Agency - Alpha Business Images
Production - Arcpoint Studios