A very real stigma exists around perinatal depression and anxiety (PNDA). A stigma that makes expectant and new parents reluctant to talk to each other about their struggles, concerns and fears of failure. Instead they confide in Google, silently searching the questions they’re too afraid or too ashamed to ask.
Google data helped us understand how many people searched for a specific phrase. By bringing this data into Beyond Blue’s communications, we intended to turn a lonely 3am search into an unseen community of parents who are all going through the same thing and hopefully encouraged them to seek support.
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