Leading the way toward healthier pregnancies

  • AETNA®

Preeclampsia is the leading cause of maternal and infant illness and death—and its rate has increased 25 percent in the last 20 years. To reverse this trend, Aetna developed a first-of-its-kind program using evidence-based interventions. But they needed a powerful way to deliver it to members.

We made the pilot program take flight by producing a personalized outreach experience to engage expectant moms at risk of developing preeclampsia. Shortly after, we reimagined the experience as part of a follow-up program focused on expectant moms who are Black.

  • campaign development
  • content strategy
  • research + insights
  • design language system
  • customer experience strategy

Reaching out at the right time and in the right way

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A child kisses the stomach of an expectant parent.

Reaching out at the right time and in the right way

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Helping moms and babies stay healthy
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50% of women today are more likely to die in childbirth than their mothers — Black women are at an even higher risk
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Aetna safer pregnancy information kit.
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Leaflet spread of a smiling baby
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Front and back of an informational leaflet about helping moms and babies stay healthy.

Driving behavior change with brand communications

Delivering an experience rooted in empowerment

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The Aetna "Your health matters" motto on a booklet and pen.
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Open "Protect what's yours" booklet.
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"Take the quiz" heading within the booklet for expecting parents.

Communication that drives change: empowering Black women with tips and tools to advocate for their health

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A new parent holds their infant with text reading "Your voice is your superpower".
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Tracking your blood pressure at home.