UPSTREAM USA

There are over 6 million pregnancies in the US every year. But did you know nearly half of those are unplanned?! That’s why Upstream USA is here to save the day. They’re on a mission to empower women to become pregnant only if and when they’re ready — with the most effective contraceptive methods, like the IUD and implant, which are not always readily available in underserved communities. The best part? They’re making it all free.

The state of Delaware has the highest rate of unintended pregnancy in the country. So we started there, launching a music video made by women for women, reminding women who’s most important…YOU! And now it’s easier than ever to take your future into your own hands, and Be Your Own Baby!
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It’s not often in advertising you get to make something that matters, and joining this team in early 2017…well, the timing couldn’t have been better. My partner Domenique was the brains behind the idea, and I had the privilege of helping her bring it to life. And this was not your average healthcare campaign. Women all over Delaware were treated to sassy posters and free swag when they stopped by a clinic. And of course, we had to keep the girl talk going… with an active social media presence, Snapchat filters, a hilarious chat bot, and appearances at local events and music festivals. Our message of “me first” definitely resonated. In just 10 weeks, we turned 7 million video views and 55+ million statewide impressions into staggeringly high traffic to our site, where women booked their appointments and even got a free Uber ride to the clinic and back.
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ACD/cw: Domenique Osborne
ACD/ad: Lindsey Montague, Kristen Meloche
Creative Director: Christy Blain
Director: Hannah Lux Davis
Producers: Katie Volk, Brandon Bonfiglio
Music: Domenique Osborne, Eli Brueggemann of SNL
Photography: Molly Cranna

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