American Academy of Pediatrics
marketing campaign
The American Academy of Pediatrics (AAP) requested a campaign directed to clinicians that would help educate them on the options they had for patients they saw facing Neonatal Opioid Withdrawal Syndrome (NOWS). Mothers and families need direction in finding resources to help them help their infants thrive while living with NOWS. They needed a campaign that was extremely sensitive to both mothers and babies living with NOWS, and that gently suggested some of the scenarios that clinicians might face with their patients.
Services
Concept Development and Creative Direction of campaign
Infographics
Social Media Ads
Print and Digital Ads
Credits
Kristi Jalove with Buster Creative: Creative Direction, Art Direction, Production
The campaign “Share your Knowledge” was created to highlight the clinician being a trusted source of information for mothers—even though they are not technically their patients, the infants are. There was also a desire by AAP to encourage a non-judgemental approach with mothers in order to capitalize on their ability to share their knowledge and make a difference in the life of a child with NOWS. A friendly, approachable font and visual was designed to express the idea of a line of communication being open between clinician and mother. We used pictogram style people to span a greater gender, ethnic and economic span as well as embrace the friendly tone. The color palette was chosen to compliment not only the AAP brand, but also the purple of the existing Opioid Addiction program color.
Messaging was very closely monitored to express specific goals in communication with clinicians while remaining a high level of respect to families caring for infants with NOWS. Placement included industry publications, Twitter, Linkedin, AAP and affiliate websites.
