Brand Strategist & Copywriter
Foote, Cone & Belding | New York
Bing new to the science behind stem cell banking, I learned that these cells can be harvested from a baby’s umbilical cord and kept in a “bank,” where they can later be used to help correct a child’s health or developmental problems. In our competitive review we saw that pregnant women were being overwhelmed by the amount of online and direct email content being pushed their way by various cord blood banks (the moment 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.