New Member of the Family Campaign

Art Direction, production and design with Marketing for Change.

Soon-to-be parents are some of our most distracted audiences. But when the Arcora Foundation came to Marketing for Change to help break through the busyness and encourage prenatal dental visits, we flipped the typical expert-driven, top-down approach on its head and met Millennial moms where they are — checking for friends’ life updates in their social media feeds.

Photography by The Workmans

By taking a culturally-relevant social media phenomenon like pregnancy announcements and giving it the surprising addition of a dentist, the ads became native enough to fit in with surrounding content, but surprising enough to stop a scroll. Through a targeted paid media campaign, the ads reached 90% of the intended audience and received engagement above industry benchmark standards.