The Invisible Weight of Pregnancy

COMPANY
TYPE
ROLE
YEAR

Twill
Brand Campaign
Senior Copywriter
2023

Our team at Twill, in partnership with Nonfiction Research, exposed the profound, unaddressed emotional stressors and mental health challenges experienced by pregnant Americans, while offering a blueprint for better emotional care.

This campaign acted to cement our credibility and promote our new solution for mental health in pregnancy: Twill’s Pregnancy Sequence.

Multi-channel storytelling

Assets included a full read-out report, four-part podcast series, live ad reads, and webinar.

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Four articles, written by me, and published on Twill’s blog: The Upside. Read them in full here: https://blog.twill.health/the-loop/mapping-a-better-future-for-maternal-mental-health

Response

Highest page views
to twill.health in the first two months

Over 10,000 page views
of The Invisible Weight of Pregnancy LP

Email engagement doubled
with an average 8x click to open rate

CTR for static display ads was
3x average; 1.7x for search

“This is deeply moving. Important and devastatingly sad. Thank you Twill For supporting this powerful work.”
— Anonymous, LinkedIn

Team

Research Partner: Nonfiction Research
Chief Marketing Officer: Gareth Kay
Creative Director: Elaine Colenbrander
Associate Creative Director: Sam Anderson
Senior Designer: Christine Aaron