Animated advertisement for an unbranded post partum depression campaign pitch
Animated advertisement for an unbranded post partum depression campaign pitch
Animated advertisement for an unbranded post partum depression campaign pitch
Animated advertisement for an unbranded post partum depression campaign pitch
Animated advertisement for an unbranded post partum depression campaign pitch
The above animations were created as part of a disease-state education campaign pitch, aimed at educating on the severity of post-partum depression and encouraging mothers who are suffering to reach out and seek help. These were created as part of an interdepartmental intern pitch during my time at AbelsonTaylor - I assisted with original concepting, and Eva Topelewski, our Art Direction intern, created the basic assets and final concepts.
I took these concepts and animated them in After Effects as proposed social media and banner ads, that could function as short-form gifs and long-form videos. An emphasis was placed on simple but eye-catching typography animations, with some concepts including the 'two pink lines' of a positive pregnancy test, which indicated the start of a mother's journey through PPD, and showing PPD as a continued pregnancy complication. We wanted to make these animations simple but eye-catching, to help bring attention to how invisible and under-served women with PPD are in our society.
Some of the other concepts presented reference the questionnaire used to test for post-partum depression, which includes questions such as 'Have you been feeling sad recently?' This questionnaire isn't very effective in diagnosing PPD, as women fear that answering truthfully would make them seem like bad mothers or the questions don't quite fit the scope of how they're feeling. As such, those ads push mothers to speak to their doctors and have an honest conversation about how they're feeling.
Similarly, our third concept, 'motherhood doesn't feel as it should', seeks to reassure mothers that just because they aren't feeling fulfilled and 'magical' as they're told they should feel as mothers, doesn't mean they're bad mothers or not suited for it.
All of the ads ultimately seek to direct new mothers who may be suffering from post-partum depression to reach out to their doctors/healthcare providers or visit the campaign's partner website, depressionunfiltered.com, where they can seek support and help.
These were mockups I created for the campaign pitch, including mockups of the Depression Unfiltered website and a mockup of a storybook as an extension of the campaign, helping to allude to PPD and helping mothers see themselves in the characters of the book. The main illustrations for the book mockup were made by me.