The Experiment: Rebranding, Ad Design, Print Materials, Photo Direction

The Subject: 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 Thinking Process: The logo is a graphic refresh of the original wordmark, and together with the rest of the visual language, prioritizes trustbuilding, accessibility, and dignity. The campaign features real Montana moms from different backgrounds, including rural, indigenous, suburban, and urban communities, and promotes a warm, nonjudgmental, and belonging messaging, prioritizing emotional safety for moms who may already feel invisible or stigmatized.

The Scope: This campaign is visible throughout the state, with imagery tailored to the community where the posters are displayed. The initial media buy included the following outlets:

• Montana Newspaper Association, featured in 38 digital newsletters
• Off the Wall Advertising, which advertises in bathroom stalls at restaurants, bars, and casinos, as well as the Washington Grizzly Stadium and Bobcat Stadium
• Parent Company Advertising, displaying digitally in newspapers in Billings, Missoula, Butte, and Helena