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About This Project
Summary
We were tasked with creating a global campaign to highlight the role UNFPA (United Nations Population Fund) is providing in creating safe spaces for mothers to give birth in emergency crises such as Gaza and Syria. Our research showed safety as a core value for audiences during experiences of pregnancy, delivery and post-natal recovery. While mothers in our donor audience might relate to the necessity of maternal healthcare, they could not imagine doing so in such extreme circumstances.
Goals & Objectives
Our main goal for the campaign was to drive donations and income to support expectant mothers in crisis zones around the world. At the same time we needed to consider how we could make impact tangible for those taking part, be it emergency birth kits, training a midwife or providing supplies.
Results & Impact
Our global toolkit took audiences on a journey from awareness to conversion with a media plan advising on the best channel mix across the funnel. Top performing countries were Canada, UK, India, Germany, and Australia. The campaign created a threefold growth in income for the organisation.
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