Courageous Healing and Mission: Motherhood partnered to establish MAMAS, addressing two main issues: 1) Persistent biases in the healthcare system in Allen County, Indiana, and 2) Stigma surrounding mental health challenges related to motherhood. The MAMAS program offered mental and emotional support for mothers during and after pregnancy, up to three years postpartum, with a particular focus on mothers from underrepresented backgrounds. The program included Prenatal and Postpartum Groups, was free of charge, independent of health networks, and offered in-person and virtual options to ensure universal access.

To distinguish the MAMAS brand, we carefully selected content emphasizing "Motherhood is plural." Our goal was to develop a brand concept beyond traditional group therapy by using relatable visual depictions of motherhood that showcased its humanity and diversity. With reliability as a cornerstone, we highlighted that the program was crafted by those who genuinely understand - mothers, mental health therapists, and doulas. We committed to a clear promise to cater to mothers from all walks of life, address concerns, provide support, foster connections, and equip them with tools to shape their desired pregnancy or motherhood journey.

MAMAS achieved two successful cohorts in its first year, fueled by the vision of creating a more equitable mental healthcare system.