Lamaze delivers education in maternity care push

Lamaze International and JPA, its AOR, launched a national "Push for Your Baby" campaign in May to engage parents and Lamaze educators.

Client: Lamaze International (Washington, DC)
Agency: Jones Public Affairs (Washington, DC)
Campaign: Push for Your Baby launch
Duration: January – ongoing
Budget: $87,250 for launch efforts January to July

Lamaze International and JPA, its AOR, launched a national “Push for Your Baby” campaign in May to engage parents and Lamaze educators. 

“The campaign addresses our ongoing concerns with maternity care outcomes,” explains Lamaze International executive director and CEO Linda Harmon. “We wanted to raise women's' awareness of issues, including high rates of Cesarean surgery and elective labor induction, and give them information so they can push for the best care for themselves and their babies.” 

Strategy
Harmon says anchoring the campaign online was critical because women seek pregnancy and childbirth information online.

A Push for Your Baby microsite, videos, a story-sharing contest, media relations, and social media outreach drive messaging, and online ads ran May 22 to June 5.

Six healthy birth practices, distilled by Lamaze from research and medical evidence, are central to messaging. Agency SVP Berna Diehl and Harmon stress the importance of positive messaging and of not imparting perceived value judgments about decisions women make.

Tactics
On May 22 the Push for Your Baby microsite launched and a webinar was hosted for reporters, bloggers, and maternity care organizations.

The microsite is robust with numerous resources, including a “Parents Push” video featuring seven moms sharing their personal childbirth experiences.

Outreach to women's health, parenting and pregnancy reporters, and pregnancy bloggers is ongoing.

Campaign-related posts are made regularly to Lamaze's Facebook and Twitter pages.

Parents and bloggers were invited to submit their personal birth experience stories (written or video) to the microsite by August 15. Winners, voted on by a Lamaze panel and its online audiences, will be announced in late October. Prizes include car seat, baby wardrobe, toys, and books.

Results
Ending September 2012, Facebook likes were up 61% from parents and 48% from educators, and Twitter followers increased 57% on the parent front and 54% on the educator front. 

Comparing July 2011 to July 2012, average website page views by educators more than tripled, and the time they spent on the site increased by four minutes. Parents averaged two more page visits and stayed on the site 30 seconds longer than in 2011.

“Parents Push” has gotten about 5,200 views, which Harmon notes “surpassed expectations given views garnered on similar videos created by other organizations.” 

An August educator survey revealed 40% use the website or online videos in classrooms and 42% believe the campaign will help encourage class registration.

Story placements topped 60 by September (more than double all 2011 earned placements) in outlets such as WhattoExpect.com and Mothering.com.

Future
The campaign will run through 2013 and Lamaze will continue working with JPA.

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