The challenge

Generate awareness and adoption of noninvasive prenatal testing (NIPT). With a simple blood draw, NIPT can provide early and accurate insights into the genetic health of a pregnancy with a simple blood draw as early as week 10.

The insight

The modern millennial mom-to-be is more engaged than ever in tracking the growth of her baby. Apps and websites for expecting mothers all have a common visual language for prenatal development—fruit.

The solution

To highlight the key benefits of NIPT, we created “There’s Never Been a Better Time to be Pregnant”—a campaign that pairs real expecting couples with real fruit to show how empowering early insights into genetic health can be. Now couples can do more than size up their baby—they can size up their genetic health risks

2019 Modern Healthcare Digital Campaign of the Year – GOLD

Health Impact Awards - GOLD

Greatest Creators 2019 PM360 Showcase

FINALIST – 2019 Creative Floor Mixed Media Campaign