Mom Genes: Fight PPD

The Event to End
Postpartum Depression
The Mom Genes Fight PPD initiative began as a way to raise awareness for a little known genetics project at UNC. This study sought to understand the cause of PPD and try to find and underlying genetic factor.

To find the answer to this question, the researchers needed 100k DNA samples from mothers who have battled PPD. The bad news is that they were 80k short of this goal.

That's where Wongdoody came in; with a dedicated website, broadcast ready comms, and an experiential activation, our primary goal was to raise awareness, destigmatize PPD, and above all gather DNA donations.

Our experiential activation was an invite only 'pop-up shop' for moms who have battled PPD; a place to learn, share their stories, pick up some cool swag, and help spread the word about PPD.

& Crush Studios

UNC Health

My Role
Experience Design
Experiential Strategy
Immersive Storytelling

The Drum

The Experience:
Playing off the name Mom Genes, we had already established a denim motif for the larger campaign so when we began building out the experiential phase of the project, we kept it going and built out an entire faux denim storefront at the Grove in LA. With mannequins in the windows, and stylish donated denim from our partner brands, at first glance the store front seemed to be nothing more than a hip new shop. This conceit was our way to draw in and educate passerbys as they shopped.

Posters with a Purpose
Using protest, resistance, and solidarity as our brief, we wrote hundreds of unique lines for the custom poster wall. From heart felt likes like "We're a solution, not a statistic" to cheeky lines like "Momma said knock out PPD" this poster wall is a rallying cray against the stigma around PPD. With custom painted denim boxing gloves and denim jackets, our attendees lined up for this fun photo op.

Fight for the 1 in 7:
PPD affects 1 in 7 mothers but it still carries an unfortunate stigma.
This simple photo op was designed to show how common PPD truly is.

See more photos:
Click the image below to see more photos of the Mom Genes Fight PPD event.