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
![A child kisses the stomach of an expectant parent.](/sites/default/files/2023-07/addventures_aetna-6.png)
Reaching out at the right time and in the right way
- Less about the member care kit
![Helping moms and babies stay healthy](/sites/default/files/2023-07/addventures_aetna-41.png)
![50% of women today are more likely to die in childbirth than their mothers — Black women are at an even higher risk](/sites/default/files/2023-07/addventures_aetna-15.png)
![Aetna safer pregnancy information kit.](/sites/default/files/2023-07/addventures_aetna_safer-pregnancy-kit.png)
![Leaflet spread of a smiling baby](/sites/default/files/2023-07/addventures_aetna-18.png)
![Front and back of an informational leaflet about helping moms and babies stay healthy.](/sites/default/files/2023-07/addventures_aetna-3.png)
Driving behavior change with brand communications
- Less about the results
Delivering an experience rooted in empowerment
- Less about our anthropological approach
![The Aetna "Your health matters" motto on a booklet and pen.](/sites/default/files/2023-07/addventures_aetna-19.png)
![Open "Protect what's yours" booklet.](/sites/default/files/2023-07/addventures_aetna-13.png)
!["Take the quiz" heading within the booklet for expecting parents.](/sites/default/files/2023-07/addventures_aetna-5.png)
Communication that drives change: empowering Black women with tips and tools to advocate for their health
![A new parent holds their infant with text reading "Your voice is your superpower".](/sites/default/files/2023-07/addventures_aetna-1.png)
![Tracking your blood pressure at home.](/sites/default/files/2023-07/addventures_aetna-27.png)