Look Closer
Look past my addiction. See the mother I want to be.
Scope: Rebranding, Ad Design, Print Materials
Healthy Mothers Healthy Babies developed Look Closer, a public messaging campaign that is focused on decreasing the negative biases surrounding perinatal SUDs and increasing kindness and compassion to promote recovery.
This work was developed after a scan of current treatment options and messaging, as well as a series of focus groups engaging the target audience, including those with lived SUD experience. The final report, “Gathering the Voices of Perinatal Substance Use in Montana,” is available for reading here.
The images for this campaign can be seen on this page. The mothers featured in each image represent different situations, including raising children in a tribal community, rural community, suburban community, and urban community. This campaign is visible throughout the state, with imagery tailored to the community where the posters are displayed.
