The Situation:
In the U.S., millions of moms struggle to afford essentials like diapers, formula, and groceries. The Family Health Project (FHP), an innovative initiative led by Harvard economists and social policy expert, offers low-income moms $400 a month through a no-strings-attached prepaid debit card. This simple yet powerful model of direct giving has already delivered life-changing outcomes. But to expand its reach, FHP needed broader awareness and deeper public support.

The Challenge:
Despite its proven success, the Family Health Project remained largely unknown. Our challenge: bring visibility to the issue, elevate the voices of struggling moms, and inspire a new kind of giving—direct, transparent, and effective.

The Strategy:
The campaign launched on Mother’s Day and positioned FHP as an opportunity to honor all moms—especially those society too often overlooks. By spotlighting the moms in the FHP program and showing how direct giving can have a big impact, we aimed to drive empathy, awareness, and donations.

The Execution:
A targeted social campaign that placed real FHP moms at the heart of the message. A powerful anthem film was accompanied by shortform videos, showcasing raw, unscripted interviews with women in the program. Their voices told the story of strength, of resilience, and of hope. The ads drove viewers to donate directly to FHP or gift a prepaid card in a mother’s name.

The result? A campaign that helped spark a long-term shift in how we think about generosity. By championing direct giving, the Family Health Project is proving there's a better way to fight child poverty: one mom, one dollar, one act of trust at a time