MATERNAL MENTAL HEALTH NETWORK

WE STAND WITH
MOMS
Prepared by
Drury University Department of Communication
Introduction
DRURY INSIGHT AGENCY
was developed in 2020 by students in the Department of
Communication at Drury University. The purpose of this agency is to
give students the opportunity to develop and refine their skills in
public relations, marketing and communication.

Serena Berrey and Tori Reaves: Account Executives

Jamie Masterson and Hayley Cobb: Directors of Digital Media
Kayla Warner: Director of Print Media
Brady Waters: Director of Community Relations
Abbie Kemna: Director of Video Production
Ciera DuBan: Director of Social Media
Hope Boston: Director of Promotions
 1 IN 7 WOMEN WILL EXPERIENCE
POSTPARTUM DEPRESSION IN THE YEAR
AFTER GIVING BIRTH
- postpartumdepression.org

LET'S TALK ABOUT IT.

Overview of Campaign
The purpose of this campaign is to assist the
Maternal Mental Health Network in its efforts to
normalize the conversation regarding postpartum
depression and anxiety in the Springfield community.

We believe that in order to be successful, Maternal

Mental Health Network must execute a campaign that
focuses on the idea of: #WeStandWithMoms
Having a new child is supposed to be a time filled with happiness and joy, but
for 10 to 25 percent of mothers, this is not the case. More and more women are
experiencing overwhelming and extreme feelings of sadness following birth,
such as mood swings, irritability, insomnia, depression, and much more (1).

As a result, mothers may have difficulty bonding with their baby. Unfortunately,
the majority of mothers suffer in silence, fearful of the stigma behind maternal
mental health. To address the looming issue, our agency has created a
multidimensional campaign to help educate and empower the local community
to start a dialogue about maternal mental health as while also encouraging
mothers find their voice and reach out for help.
For the #WeStandWithMoms campaign, our
mission is to start a conversation where not only
mothers, but their family and friends, feel empowered
to stand together and talk about the scary details that
come with having a new baby.

Our multi-platform campaign seeks to engage

mothers in an impactful way, by starting an honest
and open discussion in our local community that
gives mothers a voice of power to stand together
against the stigma.
 Elizabeth
34, married & mother of two
Stay-at-home mom with two children, Callen (age
4) and Julia (18 months)
Elizabeth's husband works long hours in a local
factory so that she can stay home with the kids
Despite her joyous memories with her previous
pregnancy, something feels very different this time
around
Elizabeth feels like she cannot connect with Julia
the way a mother is "supposed to"
Because of her anxiety about connecting with
herself, Elizabeth has isolated herself and
struggles to find joy in the things she used to
 Jenna
22, single & low-income
Full-time retail employee, but struggling to support
herself & her newborn financially
Her child's father is still in the picture, but the
relationship is unstable, which is causing Jenna
even more stress as a new mother
Jenna's parents try to help, but they do not fully
understand why Jenna feels overwhelmingly sad
and inadequate as a mother
Between being a new mother and working full-time
to make ends meet, Jenna does not have enough
time to prioritize self-care and evaluating her
mental health
Research Approach
To gain knowledge on the subject of Maternal Mental
Health and build our campaign, we collected and
reviewed over 40 articles of primary and secondary
research. This research helped further our ideas and
overall implementation by having real-life examples and
data to back up our campaign.

Research Objective
To learn the in's & out's of the mental health of new
parents, specifically those in Springfield. Then, what has
been done so far. Followed by key media trends,
inspirational ideas, and relevant communication studies.
 Our Findings
"In the US, "Over half of the
“While most US mothers
approximately10-25% of sample reported PPMD
are married (68%), nearly
pregnant women symptoms, but one in
one-quarter (24%) are solo
experience prenatal five did not disclose to
moms” (3).
depression" (2). a healthcare provider"
(4).

“One in three young "Approximately half of "Over one-third

adults (18-35) chose not women reported at least indicated they had less
to get [mental health] one barrier that made than adequate social
treatment because of help-seeking 'extremely support" (7).
stigma” (5). difficult or impossible'"
(6).
Reaching our Target
IN THE DOCTOR'S OFFICE
- Informational fliers
- Promotional items

ONLINE & SOCIAL MEDIA

- Video series
- Website

IN YOUR COMMUNITY
- PSA & radio
- "Climb Out of Darkness" Walk
 Brand Voice
Drury Insight Agency wants to create a brand message that is
clear and is addressed through a uniform tone of voice. We
want to create a brand that the Health Department can trust
and share. Our brand is meant to be unique and transparent.

Our goal is to create a campaign to promote the normalization

of postpartum depression and anxiety. We will make a safe
space where new mothers feel they are not alone, as well as a
space where the new parents and relatives/close friends can
gain informational tips and important resources for postpartum
depression.
 Brand Voice Characteristics

WELCOMING COMPASSIONATE AUTHENTIC

We want the Springfield
community to feel welcome and
be open to new information
We must be sympathetic and
empathetic to our target
audience, we must be
motivated to actually make a
change
We want the community to
believe in what we stand for,
and be transparent and
vulnerable about the struggles
of post-partum depression and
anxiety
 Media Consumption
People respond well to incentives
Blogging/message boards are
and are attracted to things that
extremely attractive to new mothers
give them a sense of belonging.
and give them the platform needed to
share their voice and gain insight
from their personal community
According to Gallup, the two
most prominent ways that people
consume their information is from
the internet/smartphone and
conversation with others. These
aspects will be useful in guiding
the direction of each execution
we pursue.

According to Pew Research Center,

67% of all adults use Facebook on a
regular basis -- this is a great Visuals and personal testimonies are
opportunity to incorporate social media effective in getting people’s attention
into our campaign. and keeping them invested.
 Executions
1. Informational Fliers & PSA
2. Social Media - Facebook, Instagram &
Pinterest
3. 3-Part Video Series
4. Website & Monthly Newsletter
5. "Climb Out of Darkness" Walk
6. Promotional Items

#WeStandWithMoms
 Fliers

INFORMATIONAL FLIERS PROMOTIONAL FLIERS

Informational fliers will provide important
details about postpartum depression and
anxiety. These fliers are crucial to
identifying the need for awareness and
outreach opportunities to those struggling
with postpartum. Statistics and warning
signs of postpartum depression are most
helpful in raising awareness for postpartum.
Promotional fliers will outline logistics for
the walk, our social media, and more. Here
we will promote our provided resources and
the ways we are promoting reducing stigma
and increasing support in the community.
These fliers will entice our audience to
attend our event and interact with us on our
social platforms.

#WeStandWithMoms
SOCIAL MEDIA
@417MMHN
FACEBOOK
"82% of 18-29 year-olds and 79% of
30-49 year-olds have a Facebook
account" (8).

INSTAGRAM
"The average mom checks Instagram
six times every day" (9).

PINTEREST
"81% of parents on our platform find
it so useful they say they could not
live without it" (10).

#WeStandWithMoms

TAKING CARE OF
YOURSELF
The first video will highlight the
"New Mom Checklist" and
encourage mothers to take time
for themselves and prioritize self-
care as a new parent.
Video
OUR 3-PART VIDEO SERIES
STAYING
CONNECTED
The second video will focus on
the importance of new mothers
staying connected to their
friends & family. Every new mom
needs a support system in
place.
#WeStandWithMoms
LETTING OTHERS
HELP
The third video will serve as a
call to action for new mothers.
This is the first real step in
starting the conversation, and
normalizing the stigma around
post-partum depression within
our community.
 WEBSITE & NEWSLETTER
Our website will be used for connectivity
purposes to provide both new mothers and We will also be creating a quarterly
their support systems with adequate newsletter as a way to stay connected with
information regarding the symptoms as well the local community. Through this
as available resources. This resource will be newsletter, we will continue educating the
personalized to the Springfield community, community about post-partum depression
with information about services and
while also maintaining a consistent
healthcare professionals that are specific to
platform for local events.
the women in this area, and how they can
get connected.

#WeStandWithMoms
"Climb Out of Darkness" Walk
To engage the community and bring awareness to post-partum mood disorders in the
greatest way possible, we plan to bring a Climb out of Darkness Walk to Springfield,
where mothers feel safe to come and can embrace in their struggles together with their
family and friends as the entire community brings light to #WeStandWithMoms.

The event will dually serve to bring both awareness and resources to the community,
inviting organizations to create tables at the end of the walk to provide mothers and the
community with an array of medical information.

The purpose is to not only raise awareness, but to start a conversation and empower the
community, brought together in real life for a discussion that will continue after this
campaign.

#WeStandWithMoms
 Promotional Items
We will create a variety of promotional items that will be provided at
the Climb Out of Darkness Walk for anyone that comes to participate.

MAGNETS WITH THE #WESTANDWITHMOMS

T-SHIRTS STICKERS
"WELL MOM CHECKLIST" BRACELETS

#WeStandWithMoms
Timeline of #WeStandWithMoms Campaign
FEBRUARY APRIL
Facebook, Instagram & Pinterest 2nd video of 3-part series
social media accounts launch launches
Website launch Ordering of promotional items
First newsletter released for the Walk

MARCH
First video of 3-part series launches
Registration for the Walk opens
Informational fliers released
Promotion for Walk begins
MAY
3rd video of 3-part series
launches
Climb Out of Darkness Walk
Second newsletter released
 SWOT Analysis
STRENGTH WEAKNESS
Struggling mothers are This is an extremely sensitive issue so mothers may be
vulnerable, therefore, if reluctant to open up. That is why it is crucial we create a
we drive our campaign trustworthy brand voice and stick to our objectives. It is
with emotion, we will also the main reason as to why we are pursuing this
be able to make a larger campaign: mothers need our help to decrease the stigma
impact. around postpartum mental illness.

OPPORTUNITY
With over three out of four households
having access to a computer, our
campaign has the capability to reach a
wide range of struggling individuals,
ranging from mom and dad to concerned
family member or friend.
THREAT
Some women may continue
expressing their negative
feelings in unhealthy ways instead
of choosing to reach out and seek
help.
#WeStandWithMoms Budget
$680 Fliers & PSA
$344 Promotional Items
$30 Website & Newsletter
$100 Video Series
$200 Social Media
$900 Walk Event
Key Performance Indicators
Examine Facebook insights and Instagram analytics to see how many
community members were following along and if we reached a sufficient
amount of our target audience
GOAL: 1,000 likes on FB page & followers on Instagram
Measure the effectiveness of our video series in reducing the stigma by
monitoring how many mothers were reached
GOAL: 3,000 views on each video
Examining the success of a local community event in normalizing the
conversation regarding postpartum depression
GOAL: 200 registered participants in the Walk
Tracking the number of women seeking help in person and on social media to
determine if there has been an increase following our campaign
GOAL: 20% increase in PPMD screenings
 Conclusion
Our team looks forward to working with you in order to normalize the
conversation regarding postpartum depression and anxiety within the
Springfield community.

Due to our extensive research and dedicated hours of work, we are

confident we can help execute a campaign that will increase
engagement with Maternal Mental Health Network, decrease the
stigma of talking about PPD, encourage community among struggling
families, and facilitate proper education and diagnosis of PPD.

#WeStandWithMoms
1. Duggan, M., Lenhart, A., Lampe, C., & Ellison, N. B. (2017, May 22). Parents and Social Media.
Retrieved from https://www.pewresearch.org/internet/2015/07/16/parentsandsocial-media/.
2. U.S. Census Bureau QuickFacts: Springfield city, Missouri. (n.d.). Retrieved from
https://www.census.gov/quickfacts/fact/table/springfieldcitymissouri/PST045218.
3. Duggan, M., Lenhart, A., Lampe, C., & Ellison, N. B. (2017, May 22). Parents and Social Media.
Retrieved from https://www.pewresearch.org/internet/2015/07/16/parentsandsocial-media/.
4. "Once the baby comes, moms do more, dads do less around the house". Retrieved from
https://www.washingtonpost.
com/news/parenting/wp/2015/05/07/once-the-babycomes-moms-do-more-dadsdo-less-
around-the-house/.
5. U.S. Census Bureau QuickFacts: Springfield city, Missouri. (n.d.). Retrieved from
https://www.census.gov/quickfacts/fact/table/springfieldcitymissouri/PST045218.
6. Geiger, A. W., Livingston, G., & Bialik, K. (2019, May 8). 6 facts about U.S. moms. Retrieved from
https://www.pewresearch.org/fact-tank/2019/05/08/facts-about-u-smothers/
7. Prevatt, BS. & Desmarais, S.L. Matern Child Health J (2018) 22: 120.
https://doi.org/10.1007/s10995-017-23615 Schulte, B. (2019, April 21).
8. https://sproutsocial.com/insights/new-social-media-demographics/
9. https://blog.sellfy.com/instagram-niches/
10. Pinterest internal survey, 2017