Newborn Possibilities Program Website – Cord Blood Registry
Lead Copywriter & Concept Developer
DRAFTFCB | New York
This was one of those projects where I became completely fascinated by the subject matter. I was familiar with embryonic stem cells from what I had read in the news, but I’d never heard of umbilical stem cells. Apparently, these cells could be harvested from a baby’s umbilical cord and kept in a “bank,” where they could later be used to help correct a child’s health or developmental problems.
I did a lot of research on stem cell banking before developing the voice and copy for the Cord Blood Registry’s website. A competitive analysis showed that pregnant women received an onslaught of information from cord blood banks as soon as they appeared on a relevant mailing list. Our idea was to give these women some room to breathe and allow them to connect with a community of other women and couples who were making the same important decisions.