The new executive director of SNJPC desired stronger engagement of PPI’s newest attempt to reach their community, the Maternal Experience Survey. The Maternal Experience Survey was co-developed with the New Jersey NAACP. The team faced communications barriers around connecting with their community and highlighting the importance of the Maternal Experience Survey.
About New Jersey Prematurity Prevention Initiative
A program part of the Southern New Jersey Perinatal Cooperative (SNJPC), the New Jersey Prematurity Prevention Initiative (PPI) strives to stop early births. PPI serves pregnant persons and their support network as well as the Southern New Jersey community, healthcare system and social service providers.
Here’s Where We Come In…
We worked with PPI to elevate the stories of Black birthing families through digital media – social media, website and email content creation – as well as a community outreach incentive strategy with the regional healthcare system. We believed Nice’s overall communication’s strategy was to build a campaign where the audience/community saw themselves in the imagery and stories told would build trust and later a willingness to complete the Maternal Experience Survey.
Partnering with a community of mothers through the Prematurity Prevention Initiative, we engaged birthing families to contribute to the change they want to see in New Jersey by sharing their story. We shaped their stories into shareable content for both Facebook and Instagram, the two platforms where PPI had an existing presence. We curated content that supported our audience in understanding the maternal and infant mortality crisis in New Jersey, resources available and ways to advocate for themselves. We disrupted deficit narratives around Black maternal health and framed content to be solution-based.
Community-based imagery was our focus. In all of our campaign branding assets and graphic design layouts the faces of the women telling their stories were displayed on the visuals to ensure a true representation of the community the Prematurity Prevention Initiative serves.
We understand the modern day power of the op-ed. Offering writing support to the director was a great way for the Prematurity Prevention Initiative to connect their audience with their work and highlight why it matters. Targeting medical professionals, we supported our client with writing sessions, copyediting and publishing pieces around Black maternal health and systemic racism contributing to Black preterm births.
Landing Page Refresh
To support our efforts of engagement with the Maternal Experience Survey, we revamped our client’s landing page language, design and functionality.
To drive traffic to the landing page, we ran a three-month advertisement on Facebook and Instagram. Using A/B tests we were identified which visual earned the highest conversion rate and optimized the best strategy moving forward to increase traffic to the landing page.
We helped the Prematurity Prevention Initiative reach their goal of increasing survey respondents.
- Nice increased the number of completed Maternal Experience surveys by 46 percent.
- Our client’s reach on social media increased by 30 percent.
- We designed and implemented a Facebook Ad that had a reach over 8K and impressions over 15K
“We can’t thank you enough. We’ve never had this much engagement on our posts.” – Christine Ivery, MPH, CHES®, Project Coordinator