“Silence Sucks” (Sage Therapeutics, Concentric Health Experience)
Postpartum depression (PPD) is the most common medical complication of childbirth, affecting between 10% and 20% of women in the U.S.—that’s one in every five new mothers. Despite this prevalence, approximately 50% of all PPD cases go undiagnosed by healthcare professionals, mainly because of limited awareness of the risks, symptoms, and consequences of PPD; feelings of guilt, shame, or embarrassment; a negative stigma surrounding mental health issues in general and PPD in particular; and a fear of being seen as anything less than a “perfect” mom.
With a promising PPD treatment in their pipeline, Sage Therapeutics’ goal was to create an unbranded disease-awareness campaign that would highlight the unspoken suffering of women with PPD and encourage physicians and patients to have an honest and meaningful dialogue about the condition. Targeting OB/GYNs and their patients who were pregnant or planning to become pregnant, Concentric crafted a DTC campaign that increased the sense of urgency about PPD discussions and encouraged universal screening of PPD for all women during pregnancy and after birth.
Concentric had to shatter the harmful barriers of misconception, shame, and stigma surrounding PPD. Though challenging, the team tastefully balanced the visible despair with the colorful pacifier, calling attention to the serious problem of PPD in a confrontational, yet compassionate manner.
For consumers, the campaign successfully provided an engaging and educational website, banner ads, and bus and train wraps throughout Sage’s hometown of Boston. For physicians, Concentric provided a powerful, full medical conference campaign immersion, including static panels, door drops, hanging banners, hotel elevator clings, interactive kiosks, and a video wall featuring the women photographed for the campaign spitting out the pacifiers.