The moment that a woman finds out that she is about to be a mother – whether for the first or the fourth time – the endless litany of questions begins. Hopeful questions. Gross questions. Random questions. Nervewracking questions. When Einstein Medical Center Montgomery needed a new campaign for their maternity care department, we leaned into the uncertainty and developed a campaign that came straight from the voice of the expectant mother, positioning Einstein as the trusted source for answers in this exciting time.