Health PSA and Digital Advertising Campaign

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For many pregnant people, high blood pressure is not a complication on their radar until it becomes a crisis.

Society for Maternal-Fetal Medicine needed an awareness campaign that could make the risk feel real without making the message feel intimidating.

The task was to turn a serious medical topic into something easy to understand, helping people recognize the risk, check their blood pressure correctly, and know what to do next.

Challenge

Explaining Risk Across Audiences

With at least 1 in 7 delivery hospitalizations in the U.S. involving a hypertension, this was a crucial message to get right.

The challenge was not only making a medically accurate topic clear and actionable, but making it work across different languages, regions, and audience segments, especially those who are high risk. The campaign needed to educate clearly while also reaching the communities it was meant to serve.

Solution

Clear Creative, Targeted Distribution

The strategy had two jobs: make the message understandable, and make sure it reached the right people. Animation gave the message a stronger structure, while the release plan made sure it reached the people most likely to need it. That distribution strategy included:

A three-month OTT campaign
Video pre-roll placements
CTV placements

The targeting stayed focused on higher-risk populations across priority markets, with weekly optimization to keep the campaign responsive by audience and location.

ROI

Record Results

The campaign delivered strong awareness, high completion rates, and useful message insights, including:

400,000 total impressions
76,000 total minutes watched
73% overall completion rate
99% completion rates on OTT and CTV

The campaign also outperformed its original media target and gave the team a clearer read on what messaging resonated most. The advocacy-focused version performed slightly better overall, especially among Spanish-speaking audiences.