A public health campaign fighting the low birthweigh epidemic among low-income moms-to-be in Orlando, Florida.
Research by The Public Goods Projects showed that low-income black women between 18-25 in Orlando, Florida are at a significant risk of giving birth to a baby with low birthweight. Low birthweight can be catastrophic for the health of the baby through young childhood and even into their adulthood.
Messaging focused on raising awareness in four key ares:
• the benefits of exercising while pregnant
• getting individual advice from one’s doctor instead of one’s network of family and friends
• keeping up with prenatal appointments
• the importance of a healthy diet
Working with illustrator Liza Corsillo, I translated prompts from the research team into concepts for illustrations. Additionally, I introduced the concept of “vibe” posts which were intended to be engaging and offer a break between the public health messages. I also designed text-only social posts that could be more explicit with messaging than the illustrations.
After a year of the campaign, there was a statistically significant increase in information seeking behaviors among black women as it relates to breastfeeding, nutrition, weight gain, exercise and general pregnancy-related health behaviors. Women also reported feeling more comfortable talking to their doctor about weight gain and exercise during pregnancy — suggesting increased trust.
The client, West Orange Healthcare District, opted to renew the campaign for its second year.
Design and art direction for Straight To Tell, 2018-2019
Illustrations by Liza Corsillo
Creative Direction by Trevor Kane
Research by The Public Good Projects