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2021 Next Creative Leaders Work - NCL Work

MIDNIGHT MOMS

Agency Michaela McCrink & Raegan Allsbrook

Client NCL 2021 | Michaela McCrink & Raegan Allsbrook

Category

NCL 2021

Annual ID

NCL21_30_30

ASK: Create a social series celebrating Mother’s Day 2020 in the midst of COVID-19.

INSIGHT: New moms can often feel isolated, but even more so during the first global pandemic in over 100 years. Many women were giving birth completely alone, and many could not see friends or families for weeks.

IDEA: For the first Mother’s Day two months into COVID-19, we shared encouraging words from those who could relate the most—moms who were born during the Influenza Pandemic of 1918. Starting at midnight on Mother’s Day, we launched a podcast-inspired social series that targeted new moms during the time of night when only they are awake with their newborns and feeling most alone. The social series shared words of wisdom from the centenarians, giving insight into how their own mother’s preserved with incredible resilience during the global pandemic over 100 years ago. The podcast-style posts were designed to reflect the phone’s “dark mode” and served to new moms as a soothing yet timely midnight reminder that they are not alone—from those who have been through it.

PLACEMENT: Social

This project is:
Client-commissioned

Agency
IN-HOUSE AT FACEBOOK

My Role in This Project
From concept to execution, Michaela and Raegan led the creative work on this social series—partnered with a creative director. The series accompanied films by Droga5 that featured the centenarians. We received the audio transcripts from these interviews, and teamed up with our in-house editors to write the scripts and cut the audio-driven social films into podcast-inspired posts.

Before Michaela and Raegan joined the project, there had been several rounds of concepting from all-male teams. It was impactful for us to bring female voices to this project, especially since Mother’s Day was such a sensitive topic during COVID-19 when so many women were feeling alone. It was important to us that the stories struck the right balance between offering empathy and encouragement during such a difficult time.

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