What No One Tells You When You're Expecting
Art Direction for Static Ads
2024
Courage, Toronto, ON
w: courageinc.com
Ad Agency: Courage Inc. Partner, President: Niki Sahni Chief Creative Officer, Founder: Joel Holtby, Dhaval Bhatt Chief Strategy Officer, Partner: Tom Kenny Creative Director: Domenique Raso, Cindy Marie Navarro Copywriter: Domenique Raso Art Director: Cindy Marie Navarro Designer: Marina Khouzam Executive Director of Development: Shannon Miller Group Strategy Director: Rami Dudin Account Director: Kat Ledgett Account Executive: Darita Odobo Executive Producer: Clair Galea Agency Print Producer: Sharon Langlotz Agency Producer: Rachel D'Ercole Editor: Marcus Barrie Client: North York General Foundation President, CEO (Former): Terry Pursell President, CEO: Seanna Millar Chief Marketing and Communications Officer: Ya Shan Waley Chief Communications Officer: Janine Hopkins Director, Marketing & Communications: Lori D'Amore Sr. Specialist, Digital & Graphic Design: Cody Brifoglio Illustrator: Hesty Reps, Emilie Muszczak Managing Partner: Lisa Batke Studio: MH Studio Director, Client Strategy: Phu Pham Integrated Project Manager: Morgan Chan Printer: Flash Reproduction Project Manager: Cathay Gario Kocevski Production: Westside Studio Director: Teaunna Gray Photographer: Teaunna Gray Executive Producer: Ellie Winston Production: Creator One Productions Executive Producer: Jordan De Guzman Director: Jordan De Guzman Transfer: Alter Ego Executive Producer: Hilda Periera Colourist: Lily Henry Audio: Vapor Music Managing Partner: Lindsey Bates Media Partner: Other Founding Partner: Nick Moretta Media Partner: Other, Outfront Media PR: Middle Child Managing Director: Sean Citrigno VP: Gillian DiCesare
North York General Hospital launched "What No One Tells You When You're Expecting," a crowdsourced pregnancy book with real, raw experiences from parents, offering honest advice beyond traditional pregnancy guides. It debuted as the #1 bestseller on Amazon's Pregnancy & Childbirth list and exceeded all objectives: 1,530 new donor leads (53% over goal), 3.7 million impressions (270% above target), and 67,000 website visits (more than double the goal), generating national media buzz.