The DREAM
Jefferson County Public Health (JCPH) provides a free in-home nurse visit for every family with a newborn in the county through the Family Connects program. Despite the program's immense value, enrollment was lower than desired, and traditional, clinical public health ads don’t capture the attention of exhausted new parents. The dream was to develop a boundary-pushing, “stop the scroll” campaign that avoided standard stereotypes of serene motherhood. JCPH turned to Axiom to create a concept that acknowledged the messy, gritty, and "fussing hard" reality of the first few months of parenthood to normalize asking for support.
Bringing the dream to life
Axiom created the "Parenting is fussing hard!" concept, utilizing humor and "Expectation vs. Reality" photography to break the tension of postpartum challenges. We delivered a comprehensive bilingual rollout that positioned Family Connects as the ultimate support for new parents.
Detailed Deliverables
Disruptive Creative Concept
Developed the "Parenting is fussing hard!" marketing theme, moving away from traditional public health styles to create "stop the scroll" relatable content.
Bilingual Campaign Branding
Created a distinct "Fussing Hard" campaign mark and visual identity system in English, transcreated in Spanish for a “Ser padres es una chilladera.”
Multi-Channel Media Rollout
Designed a full suite of social media graphics and animated Reels for Instagram, Facebook, and LinkedIn, tailored to "Mama Monday" newsmarkers.
Digital Ad Strategy
Managed a large-scale Google Display and Search ad campaign, utilizing geo-targeting to reach parents near maternity stores and hospitals.
Targeted Email Marketing
Executed paid direct email marketing to local expecting parents, achieving over 432,000 delivered emails with a high click-through rate.
Bilingual Print Suite
Produced a comprehensive set of printed assets including 11x17" posters, 8.5x11" flyers, rack cards, and table tents for community distribution.
Impact & Performance Tracking
