CHALLENGE:
Develop a communication campaign that will make visible, in a positive tone, the need to build a new normal, incorporating the demands of reproductive health as an essential service.
Campaign carried out in conjunction with Los Pájaros Comunicaciones.
Creation of graphic line: graphic proposal for the different communication materials that the campaign requires.
Content for social networks: development of a content grid shared with more organizations for the dissemination of the campaign considering Facebook, Instagram, Twitter and YouTube.
SOLUTIONS:
Development of Creative Concept: creation of a concept and graphic identity, showing the urgency to address reproductive health issues: #SaludReproductivaAhora
Interactive data map:
An informative map of figures in real time, complemented by updated reports on reproductive health in different countries.
Campaign website: creation of a landing page in order to show the complete information of the campaign and the organizations that promote it.
Press strategy: Place the importance of reproductive health as an essential service on the Latin American media agenda.
Coordination of regional dissemination: we carried out this step together with civil society organizations, which promoted the campaign from 9 Latin American countries.
Coordinated digital action: we organize a Tweet through the hashtag #SaludReproductivaAhora
Final activity report: we detail the work carried out from the diagnosis and communication strategy, digital actions and campaign impact measurement, to establish conclusions.
465.372
people on Facebook
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111.309
people on Twitter
320
views on Youtube
Figures:
28 impacts on regional media
2,569 visits to the campaign website
CONCLUSION:
This communication campaign sought to bring together the demands of women on reproductive health, bringing them to the center of the debate on the political agenda of the countries in Latin America. With these communication actions, we were able to deliver tools and a story so that different civil society organizations continue to do even more in-depth work on the ground, in search of a social impact.
