Chicago Department of Public Health: Prenatal awareness campaign
Topline
Helping educate young women living in Chicago’s low-income, urban neighborhoods about the importance of getting prenatal care in the first trimester of pregnancy.
Pivotal insight
Our research revealed that young women in these communities don’t seek prenatal care because they either don’t know it’s important or they aren’t ready to come to terms with being pregnant.
Campaign
To underscore the critical need to go to a doctor when you’re pregnant, we developed a simple, memorable phrase, “Know and go.” This became the theme line featured across all tactics, including social media, Chicago transit, outdoor, and wild postings on vacant, inner city buildings.
