WHAT THEY WERE UP AGAINST
Postpartum depression: the numbers are terrifying.
One in seven women is affected. Over 500,000 cases in the U.S. per year, with an average of two deaths and 70 near misses daily. Sadly, only 15% of the women with PPD get treated because shame and stigma.
As AHN was preparing to open a new women’s behavioral health care center, we saw an opportunity to open up the conversation around postpartum depression so that more women could get the help they need.
What we did to help
Inspiring international conversation.
To overcome the embarrassment, guilt or shame a new mom might feel, we teamed up with Chrissy Teigen, who had her own struggles with PPD. And we created the #MyWishForMoms social cause.
This was not a single post or fleeting moment in the social sphere—it was the product of months of planning and coordination. It started with an appearance on the Today Show, and then found a home on Instagram. Mothers shared stories. Content with Chrissy further fueled the conversation. We even created a mass media campaign with an educational booklet called “The 4th Trimester.”