Objective
Educate and empower pregnant women and new moms as well as their partners and support system about the maternal warning signs that may put her life at risk.
Challenge
Each year in the US, over 700 women die from pregnancy-related conditions during or up to a year following pregnancy. Over half of these deaths can be prevented, but too often the symptoms go undetected or overlooked. The “Hear Her” campaign strives to educate and empower pregnant women/ post-partum women and their partners/ support system about the warning signs and raise general awareness on this issue within the United States.
Our Approach
We supported the Hear Her campaign and PSA via a multimedia plan to drive awareness about maternal morbidity and mortality amongst women. Our main goal was to drive traffic to the CDC Hear Her website to further inform pregnant women and their advocates on the warning signs and complications, empowering them to seek help from their doctors/ support system. We prioritized African American and Hispanic moms who are disproportionately impacted by maternal morbidity and mortality in the US and developed local media overlays across 10 DMAs with a more-at-risk population.
Results
We delivered a highly targeted traditional and digital plan and partnered with 6x high-caliber influencers to raise awareness of maternal morbidity and mortality. The campaign resulted in over 107MM impressions and 750K site visits with site engagements longer than 2 min which included 250K information downloads. We beat industry benchmarks delivering a CTR of 5% across all digital channels, CPCs under $1, and video completion rates of 80%+.
