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2020 SILVER HEALTHCARE SERVICES / HEALTH EFFIES
UNITED STATES
Allegheny Health Network #MyWishForMoms gives voice to postpartum depression
RAN IN: United States
CLIENT
Highmark Health
Cindy Donohoe, Chief Marketing Officer Ashley Restivo, Manager, Customer Experience Deborah Crawford, Director, Marketing Strategy Lori Hudak, Senior Marketing Production Analyst Erin McGlynn, Manager, Digital Media and Performance Marketing Janele Marek, Manager, Marketing Strategy Taylor Kraus, Marketing Strategist Caitlin O’Connor, Creative Account Liaison Megan Guido, Digital Marketing Analyst Cristan Strus, Director, Marketing Strategy - Media Michelle Moore, Production Artist
Karen Cathel, EVP, Executive Creative Director Michael Stelmaszek, EVP, Executive Creative Director Pete Spender, EVP, Brand Leader Marty Muthuswami, Associate Creative Director John Garlock, VP, Creative Director Jamie Heberling, SVP, Brand Leader Robin Todd, Creative Director Jennie Hochthanner, VP, Executive Producer Kate Wojan, Associate Creative Director
JPM Branding + Consulting
Assembly
Brunner
SUMMARY
Allegheny Health Network set out to break the silence surrounding the #1 complication of pregnancy -- postpartum depression. Over 500,000 women suffer annually, and most do so in silence. Harnessing the community-building power of social media, and the star power of pop icon Chrissy Teigen, #MyWishForMoms generated a phenomenal 19 million interactions online from women in all 50 states, 130 countries - and - a 126% increase in moms treated year over year. It became one giant step toward erasing the silence for this serious, at times fatal, health issue.
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Hero Medium: SOCIAL MEDIA
Medium Featured On Video: EVENTS,INTERACTIVE/ONLINE,PR,PRINT,SOCIAL MEDIA,USER GENERATED