Raising Awareness

The five-year old What To Expect Foundation is an advocate of prenatal health literacy. Despite the fact that the brand that gave birth to the Foundation had strong visibility in the marketplace, the work of the Foundation had low awareness. In 2004, Julia created “Expect Fashion”, a nationwide marketing campaign, as a way to engage consumers with the Foundation in a relevant way. “Expect Fashion” linked designers, retailers and national publications and it spawned the industry’s first-ever sample sale in New York City. Julia’s vision exposed the Foundation to new revenue-generating opportunities by introducing corporations and the Foundation as marketing partners, showing small and medium-sized corporations that an association with the Foundation could serve their own needs through lucrative social marketing campaigns.