Virginia Department of Health & Virginia Department of Behavioral Health and Development Services:
Making Maternal Mental Health Visible

One in five women experience a perinatal mood or anxiety disorder, yet 75% never receive treatment. To help more families recognize the signs and find support, Siddall partnered with VDH to create Beyond the Blues, a statewide awareness campaign grounded in research, lived experience, and clinical expertise. Launched around Mother’s Day and supported by a gubernatorial proclamation recognizing Maternal Mental Health Month in Virginia, the campaign used storytelling, paid and earned media, community activation, and partner engagement to generate more than 60.5 million impressions statewide. Within the first month, Care Navigation Form submissions increased by more than 50%, with parents directly attributing their decision to seek help to campaign messages.