As Soon As you’re Pregnant
Encouraging healthier pregnancies
Highlighting early screening
Working with Greater Manchester Integrated Care Partnership to highlight to parents-to-be the need to book an appointment with your midwife as soon as you find out you’re pregnant. With important screening tests needed to be carried out before 10 weeks, the campaign highlights the diseases that are tested for and raises awareness of the importance of early screening.
Challenge
To reduce the percentage of those who choose not to access maternity services or do so later than ten weeks. The antenatal and newborn screening process can be confusing, particularly for first-time parents, young mums and those from ethnic minorities.
We needed to convey through varied comms the importance of early screening tests and the importance of people from specific ethnic backgrounds being tested for inherited blood disorders.
- Encourage parents-to-be to book in with their midwives as soon as they find out they’re pregnant
- Raise awareness of the screening that is undertaken and the conditions that are screened for
- Create an accessible campaign for all ethnicities
Collaborate
We worked collaboratively with our client to understand the pregnancy screening process from a health professional’s perspective whilst conducting quantitative and qualitative research across Greater Manchester of recently pregnant women and those affected with inherited blood disorders to understand the barriers better.
We undertook a series of focus groups and desk research to understand the barriers and challenges. As a result of this we:
- Tested various creative routes to ensure that the campaign resonated with the audience
- Implemented a baseline study to gather data on viewpoints around screening prior to the campaign launching
Create
Using information collated from research we created the ASAP campaign – As Soon As you’re Pregnant. A simple, memorable campaign identity that would be recognisable and relatable to our target audience’s life, which emphasised the importance of early screening.
To ensure a well-rounded approach, we are promoting this campaign through social media, Spotify, radio, digital, mobile advertising, display, search, and remarketing.
Our impactful creative resonated strongly with our audience groups during testing. The simple ’10-week’ badge was placed on all the creative to highlight the key time to visit your midwife. A key part of the campaign involved us designing an impactful and informative website which provides further detail of the screening available. We amplified the message via local radio and Spotify as well as via a reactive digital campaign, managed and adjusted in real time.
Change
This campaign is live, and we have seen great engagement from our quantitative and qualitative research and via our sponsored social media activity.
Healthcare professionals have reacted positively to the campaign’s creative and messaging. On completion of the campaign, the baseline survey will be re-run to measure how effective the campaign has been at raising awareness of the importance of visiting your midwife as soon as you find out you’re pregnant.
