Campaigning for Better Emotional Care
copywriting & Voice • Location: NYC • Year: 2023
The Invisible Weight of Pregnancy campaign was the result of a 9-month investigative study by Twill, in partnership with Nonfiction Research, that exposed the profound, unaddressed emotional stressors and mental health challenges experienced by pregnant Americans, while offering a blueprint for better emotional care.
The campaign aimed to cement Twill’s credibility in the pregnancy and perinatal space while promoting our digital-led solution for mental health in pregnancy: Twill’s Pregnancy Sequence. It included a full read-out report, four-part podcast series, live ad reads, and webinar. You can explore the report here and preview the podcast below.
As lead copywriter, I was responsible for crafting messaging that both impactful and effective for a variety of campaign assets, including: display ads, landing page, ABM & ABS emails, sales enablement, paid social & search, and blog posts.
Voicing A call to care
Campaign assets
Reception
Results & performance metrics
“This is deeply moving. Important and devastatingly sad. Thank you Twill For supporting this powerful work.”