Dancing moms in jeans deliver a dark message

PSA about postpartum depression from Wongdoody promotes research study by University of North Carolina

Published On
Mar 06, 2020

Editor's Pick

What starts off as upbeat scene of happy mothers dancing in their denim takes a dark turn in a new PSA titled "Mom Genes."

A troupe of stylish moms dressed in identical blue outfits twirl about with strollers in choreographed synchronicity, singing about how much they love their babies. However, one of them falls out of line as she starts to question whether she loves her baby ("Probably," she thinks). Slowly the music fades as she confesses that her brain's a "ticking bomb" and starts to believe her baby deserves a better mom. It ends with the statement that one in seven mothers suffers from postpartum depression and states "a mom's genes could unlock the cure."

The film, created pro bono by agency Wongdoody, promotes a research study that University of North Carolina at Chapel Hill (UNC) is doing into postpartum depression. The goal is to identify a genetic marker that may explain why some women get PPD and others don’t. UNC is looking to attract 100,000 participants so Wongdoody created a consumer-facing PSA to drive recruitment.

"We knew they needed something catchy, since social media sharing is the biggest driver for participation," said Wongodoody founder and Chief Creative Officer Tracy Wong in a statement. "So we played off the well-known trend of mom jeans.”

Pam Thomas at Community Films directed the spot, which is part of a wider campaign that will also include a denim pop-up.

Potential participants can visit  www.MomGenesFightPPD.org to download an app to see if they are eligible by taking a clinical assessment.


Mar 06, 2020
Client :
University of North Carolina at Chapel Hill
Agency :
Chief Creative Officer :
Tracy Wong
Group Creative Director :
Matt Burgess
Creative Director :
Vanessa Witter
Senior Art Director :
Amy Matheu
Copywriter :
Eric Hammond
Executive Producer :
Matteo Mosterts
Associate Content Producer :
Ailbhe Fitzpatrick
Group Account Director :
Kinley Lagrange
Account Director :
Erin Mulhern
Assistant Account Executive :
Savannah Krager
Ben Wiener
President :
Skyler Mattson
Production Company :
Community Films
Director :
Pam Thomas
Executive Producer :
Lizzie Schwartz
Line Producer :
Anthony Cantale
Choreographer :
Charlene “Chi Chi” Smith
Music House :
Massive Music
Producer :
Dale Mason
Creative Director :
Ben Einziger
Composer/Rearrangement by :
Patrick McArthur
Composer/Rearrangement by :
Ben Einziger
Lead Vocalist :
Ailbhe Fitzpatrick
Backing Vocals :
Amy Matheu
Backing Vocals :
Chantel Whittle
Original Track :
“I Love My Girl” by the Hilltoppers

Need a credit fix? Contact the Creativity Editors