Natalie Neusch logo

Johnson & Johnson Innovative Medicine
(formerly Janssen Pharmaceuticals)

Project & Client Overview

Of the many creative projects and teams I had the pleasure of working on at J&J, I feel grateful to have contributed to this important awareness campaign for a very rare yet devastating condition called Hemolytic Disease of the Fetus and Newborn (HDFN). We were invited into the lives of the Weathersby family, who sadly lost an unborn child due to HDFN. Working with an external videography team, I helped script and create the narrative to bring Bethany Weathersby and her entire family’s painful journey and healing process to life.

Considerations & Challenges

Raising Awareness Empathetically
The task at hand was to create a short-form video to share both within the medical community and the public, but we knew that Bethany’s story didn’t simply consist of medical jargon, data, and doctor’s visits. Their journey, together as a family, wove the fabric of this story, and that always needed to be the driving force behind the video. It was a tremendously difficult task to condense such significant and sensitive subject matter into the allotted time frame, but in the end, we captured the Weathersby story and created a video that could continue educating the medical community and families affected by HDFN.

Johnson Innovative Medicine home page

The More You Know:

HDFN is relatively uncommon in the United States due to advances in early detection and treatment, limiting it to 3 to 80 out of every 100,000 pregnancies annually.
Click HERE to learn more about Bethany’s Allo Hope Foundation to empower, educate, and support families and medical providers.

Video: An HDFN Story

The Weathersby family’s experience with Hemolytic Disease of the Fetus & Newborn

Let’s work together