This work was for a pitch for Moderna where we were asked to help raise awareness for a disease called CMV. This is a condition that impacts newborn babies based on a virus caught by the mother during pregnancy. The key insight is that most mothers to be are not aware of this and may not even know that they have this virus as many are asymptomatic so our job was to encourage all who are pregnant to take the vaccine to avoid the potential heart breaking impact when the child is born.

Human truth:
Women feel robbed when their family planning goals are compromised.

Category truth:
CMV stands between women and the futures they’ve idealized

Creative springboard:
CMV is a dream killer