This Campaign Case Study appears to be like at Icon Agency’s Still Six Lives appears to be like
Campaign: Still Six Lives
Client: Red Nose, SANDS Australia, Stillbirth Foundation Australia and the Stillbirth Centre of Research Excellence, with funding from the Federal Department of Health
Agency: Icon Agency
Background: Stillbirth is a hidden well being disaster that claims six lives in Australia every day. That’s greater than the nationwide street toll. Yet stillbirth stays a taboo topic which is never mentioned. In 2021, Icon Agency broke by way of the stigma, silence and disgrace with an award-winning marketing campaign — Still Six Lives.
When the chance arose to pitch an built-in, omnichannel marketing campaign to additional improve consciousness about stillbirth and the way it may be prevented, to a consortium of well being teams backed by federal authorities funding, Icon seized the possibility to make change. It is purpose-driven work such because the “Still Six Lives” marketing campaign that drives behavioural change
At the center of this story was hope: many stillbirths may be prevented. Icon’s nationwide consciousness and training marketing campaign helped save lives by selling three preventative behaviours for pregnant ladies: sleep in your facet after 28 weeks, monitor modifications in child’s actions and stop smoking.
Objectives and Strategy:
The marketing campaign needed to minimize by way of in a media-marketing panorama crowded by well being messaging in regards to the pandemic. It wanted to affect throughout conventional, digital and social media whereas remaining delicate to the deep trauma stillbirth evokes.
To obtain this, Icon’s core marketing campaign artistic centred round actual ladies, actual households, and actual hope for change — by way of the three risk-reducing behaviours. A video sequence adopted the story of bereaved mother and father, Holly and Josh, and different households touched by stillbirth. These genuine narratives confirmed the human face of this nationwide disaster.
The essential goal was adoption of the three risk-reducing behaviours amongst pregnant ladies — so after all, pregnant ladies and potential moms (ladies aged 18–42) had been a key demographic. But the marketing campaign needed to be broader, participating fathers and companions, household and mates, to attain widespread group consciousness and alter. The marketing campaign needed to be huge.
To attain hundreds of thousands of individuals throughout Australia, Icon adopted an built-in strategy spearheaded by digital channels. This was underpinned by a devoted web site designed to behave as a hub for internet hosting creatives, elevating consciousness, offering assist and consolidating instructional components.
The marketing campaign started with public relations, kick-starting the dialog in nationwide information, ladies’s way of life websites and radio stations. This was bolstered by paid media, natural socials and influencer advertising. Influencers amplified messaging and supported media alternatives. Their giant followings ensured huge attain, drove web site site visitors, and set the scene for an progressive natural social media motion. For audiences that would not be reached on this means, paid media channels like YouTube and Google search helped drive additional engagement.
Execution:
The marketing campaign was delivered in three phases from February to October 2021, which enabled collateral and channels to be evaluated, adjusted, eliminated or redeployed in a staged means.
After an preliminary media launch, intensive pitching noticed the story discover its place within the information agenda. Creative work was added as static and video content material, podcast scripts and adverts, throughout social media, YouTube, Google Search and Amobee. Icon additionally developed put up content material — with hashtags, mentions, and calls to motion — for the well being teams behind the marketing campaign.
Organic socials had been optimised with The Stillbirth Promise — an empowering tactic that related influencer and natural socials, drove deeper engagement, and powered the marketing campaign’s profitable final section. The Promise inspired social media customers to make an enduring dedication to addressing this disaster by posting a video of themselves sharing the risk-reducing behaviours. It was backed by high-profile ambassadors together with the then federal well being minister, Greg Hunt.
Results:
You can’t put a worth on saving a life, however we do know the marketing campaign had a lifesaving affect.
The marketing campaign earned 663 media hits extending to a possible attain of practically 250 million individuals. Influencer advertising produced 128 items of content material to achieve a possible viewers of greater than 8.3 million. This drove 910,000 put up impressions, 41,700 put up likes, and contributed to an natural put up attain of 244,975 throughout Facebook and Instagram. Where audiences couldn’t be organically reached, paid media performed an essential function, driving 89 per cent of web site site visitors.
The web site registered 144,000 customers, 157,000 internet periods, and 255,000 web page views. Across the marketing campaign, Icon maintained a CTR of 10.73 per cent; an unbelievable mark of engagement emphasising the affect of marketing campaign creatives. And analytics point out messaging on preventive behaviours was effectively focused to these most definitely to be pregnant or round pregnant individuals.
Google information protecting 1 / 4 of web site customers reveals they had been 82 per cent feminine and 17.4 per cent male. The most typical age profiles had been 25–34, 35–44 and 18–24. Importantly, a assist hotline run by Red Nose registered 1,500 ‘get assist’ clicks to name from the location, suggesting the marketing campaign reached these most in want.
SSL has additionally been evaluated by an skilled third get together, with researchers at The University of Sydney conducting a sequence of cross-sectional surveys earlier than, throughout and after the marketing campaign. Researchers recognized a big improve within the proportion of people that recalled seeing or listening to messages about stillbirth, and a small improve in stillbirth consciousness. An elevated proportion of contributors stated they’d advise pregnant household or mates in regards to the risk-reducing behaviours.
The marketing-communications group has additionally acknowledged Icon’s success. In 2021, it was recognised by way of the awards applications of SABRE Asia-Pacific, in cause-related advertising, advertising to ladies, and authorities company classes; In2 SABRE, for excellent earned, sponsored and paid media; and the PRIA Golden Target Awards, the place the marketing campaign was named finest at school for presidency sponsored campaigns.
Credits:Integration company – Icon Agency
Creative Strategy, Development and ProductionGroup Account Director: Hazel TiernanIntegrated Account Director / Producer: Sam CairnsAccount Manager: Laura OsbornePlanner: Mat CromptonCreative Director: Andrew NorthArt Director: Damian SloanCopywriter: Andrew NorthDesigner: Nana Derkyi
PR, social media and influencer strategyGroup Account Director: Fiona Miller-Nwoke
Campaign implementationAssociate Account Director: Rebecca PeckSenior Account Executive: Iman OsmanAccount Coordinator: Mia Calder
WebsiteSenior Digital Project Manager: Kim ElliottSenior Digital User interface designer: Warren SheehanSenior Front End Developer: Jess JeongSenior Developer: Jamie Brennan
Production WorkforceProducer: Sam CairnsCinematographer: Branco GrabovacCamera Assist: Nic LeggatDirector: Grace JuliaSound: Jake HolroydRunner and Zoom: Jake Mitchel
Hair and Makeup: Lily FontanaEditor: Tim WhitingPhotographer: Samuel James
Media Agency – Atomic 212Planning & Trading Director: Devon RobertsPlanning & Trading Manager: Anna NguyenPlanning & Trading Assistant: Valentina GriesheimerPerformance Director: Rajiv PanchalPerformance Manager: Marc WalkerPerformance Executive: Prue HunterProgrammatic Lead: Jeremy NgProgrammatic Executive: Carl Clasio
Still Six Lives Consortium WorkforceRed Nose CEO: Keren LudskiRed Nose Co-CEO: Jackie MeadStillbirth Foundation Australia CEO: Leigh BrezlerRed Nose Stillbirth Awareness Campaign Manager: Justin MansfieldBlue Hearts Foundation Founders: Holly & Josh
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