March of Dimes
Creating an accessible and appealing brand that champions moms and babies
We partnered with March of Dimes to rebrand the organization and launch a healthy pregnancy movement that engages moms and highlights the organization's work.
Challenge
While March of Dimes has a recognizable name, the organization’s mission was less known, with the brand focusing solely on premature birth. This limited the perception of the organization’s work at a time when pregnancy, infant and maternal health, especially among women of color, were in decline. These issues were too vital to let ineffective branding get in the way.
Strategy
Our strategy to advance the full breadth of March of Dimes’ work was to create an accessible, appealing brand that champions and engages expectant parents, especially mothers, and helps build a movement of moms. We designed a research program to identify and understand our target audience, including a national online survey and qualitative interviews.
Creative
Based on our research, we worked with March of Dimes to redesign their logo, moving from a soft, curved figure in pastel colors to a mark that references pregnancy with a bolder approach to typography and color. We also revised collateral across all of their offices, refreshing everything from business cards to banners, flyers to memo templates, with the bold new brand. And to complement the rebrand’s launch, a mural by Loveis Wise was installed in Washington DC.
Campaign
To reposition the brand to more actively involve moms, we created a dynamic, multichannel storytelling campaign to give voice to experiences of pregnancy, parenthood and loss. This included a podcast, in-person storytelling activations, toolkits for events, a digital storytelling website, influencer engagement, media and more.
Impact
For the brand launch, the “Won’t Stop” video amassed over 50 million views across TV, social, pre-roll and native — with pre-roll exceeding benchmark completion rates. Meanwhile, content tailored to different audience segments exceeded benchmarks across Buzzfeed and Ebony, including significant engagement across shares and comments on Ebony. Brand awareness and perception — key goals for the rebrand — increased across multiple priority markets.
Results also included:
Over 10K downloads of storytelling campaign’s podcast in just 5 months (top 20% of all podcasts)
25M media impressions
5M social media impressions