As Senior Art Director, I led creative development for AstraZeneca’s Synagis® Cradle with Care program — a direct-to-consumer adherence initiative supporting parents of high-risk infants, including premature babies and those with congenital heart disease or chronic lung disease. Because Synagis requires monthly dosing throughout RSV season to remain effective, missed appointments could compromise protection. Families navigating NICU discharge, specialist coordination, and insurance complexity faced significant logistical and emotional burden. The challenge was to reduce friction in the treatment journey and create a system that made adherence more manageable and accessible.

Adherence is often a navigation problem, not a motivation problem. Parents needed structured support that extended beyond the clinical setting into everyday life. I helped shape Cradle with Care into an integrated communication ecosystem that combined a physical welcome kit, digital enrollment and reminder tools, educational materials about RSV risk, and follow-up survey touchpoints to refine the experience. The creative approach emphasized warmth, clarity, and step-by-step usability — reinforcing medical accuracy while lowering cognitive load during a vulnerable time.

Cradle with Care created a cohesive adherence infrastructure that helped families stay informed, organized, and supported throughout RSV season. By integrating reminders, education, and ongoing communication into a unified multi-channel experience, the program strengthened engagement and supported more consistent dosing behaviors among at-risk infants.

Gold Award – NJ Advertising Club

Gold Award – MM&M Awards, Best Multi-Channel Marketing