The Challenge

For millions of children from all walks of life, their ability to thrive and live long, healthy lives is threatened by difficult personal experiences, like growing up with abuse or neglect; or facing the loss, mental illness or addiction of a close family member. The Center for Youth Wellness sought MDC’s help to transform national pediatric practice to address this deadly toxic stress.



In close collaboration with the Center, MDC designed a national branded campaign to raise awareness among pediatricians and to build support for achieving universal screening by 2020.

MDC created the messages, tone and feel for this national public education campaign and leveraged the Center’s dynamic CEO, Dr. Nadine Burke Harris, as a thought leader. Valuable resources and tools were made available to physicians so that they could address the problem.



High quality content and high digital engagement meant this campaign surpassed expectations at more than four times its original projections, bringing thousands of pediatricians into the Center’s networks. MDC tapped its partner organizations and media connections as well as executing the content strategy to widen and deepen engagement.





Shout It From The Mountain Tops

This video brought Dr. Burke-Harris' rousing call to action to her thousands of followers. #ChildrenCanThrive was trending on Twitter when we collaborated on a national day of action with the American Association of Pediatrics.

"To leverage CYW’s thought leadership on ACEs and toxic stress, MDC collaborated with us to create and build our national, #ChildrenCanThrive campaign. Thanks to their solid content and digital strategy, the campaign far surpassed expectations bringing thousands of pediatricians and Moms into CYW’s network. We appreciated their focus, effectiveness and strategic thinking."

Chris Padula, Executive Director, Center for Youth Wellness