Expertise you can trust
 
PREGNANCY AWARENESS MONTH 2018

With the joy of welcoming new life comes a stream of old wives’ tales about pregnancy - many of which are untrue.

Luckily for new moms and dads, Mediclinic provides expert care and knowledge with our free education sessions and the Mediclinic Baby Programme. This year we promoted this to new parents by shedding light on which pregnancy-related statements are true and which are just 'tales'.

POSTER / PRESS

The first myth we tackled was whether what a mom-to-be eats while pregnant will influence her baby’s taste later on. Along with this we introduced our campaign TRUTH or TALE graphic which asks the question of viewers with tick blocks. We also drew inspiration from emoticons and created friendly, fun and colourful characters and icons that would allow us to discuss details in a friendly and informative tone.

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RADIO 30"

We created four radio spots, each starting with a pregnancy myth. We then asked people, if they knew whether the myth is true or just a tale, to go to the Mediclinic Southern Africa Facebook page and take part in our online polls to stand the chance to win great prizes.

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Pregnancy
Awareness Month (Week 1)

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Pregnancy
Awareness Month (Week 2)

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Pregnancy
Awareness Month (Week 3)

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Pregnancy
Awareness Month (Week 4)

 

For the longer radio commercial we took inspiration from old wives’ tales and created an “old wife” character. Using a nursery rhyme tone, she shared truths and tales with parents-to-be and also invited them to take part in our online polls to stand the chance to win various prizes.

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Pregnancy
Awareness Month (SYMPTOM SPOTS 60")

 

ONLINE

BANNERS

Web banners used certain truths and tales to entice people to visit mediclinicbaby.co.za and ultimately visit Facebook where they could take part in the weekly polls to win prizes.

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ONLINE

WEBSITE CAROUSELS

Web banners used certain truths and tales to entice people to visit mediclinicbaby.co.za and ultimately visit Facebook where they could take part in the weekly polls to win prizes.

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SOCIAL MEDIA

COVER IMAGES

We had an animated cover on our Facebook page for the first time.

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TRUTH OR TALE POLLS

Twice every week we created a Facebook poll with a new pregnancy myth, asking people to vote if it’s true or just a tale. By taking part in the poll, people could win a weekly prize of a Bio Oil hamper, or even the grand prize of a year’s supply of Huggies® nappies.

POLL POSTS

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TRUTH OR TALE? If you have heartburn during pregnancy, your newborn will have a full head of hair. Think you know the answer? Take the poll on our page and you could win weekly prizes and a year’s supply of Huggies™. #TruthOrTale

TRUTH OR TALE? You’re not allowed any coffee when pregnant as it will harm your baby. Think you know the answer? Take our bi-weekly pregnancy poll on our page and if you’re right, you’ll go into a draw to win. #TruthOrTale

TRUTH OR TALE? Spicy food can induce labour. Is this just an old wives’ tale? Take the poll on our page and if you get it correct, you’ll go into a draw to win. #TruthOrTale


TRUTH OR TALE? You shouldn’t stroke or touch cats while pregnant. What do you think? Answer the poll on our Facebook page and if you’re right, you stand a chance to win. #TruthOrTale

WINNERS POSTS

Posts were created to announce each of our winners and to tell people what the correct answer is – if the specific myth is true or just a tale. We also encouraged people to learn more by visiting the Mediclinic Infohub where we hosted details of all the various pregnancy myths.

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AV

To share more valuable pregnancy information with parents-to-be, we created an animated video. As with the 60” radio recording, we took inspiration from old wives’ tales and featured an “old wife” voice over. Using a nursery rhyme tone, she shared truths and tales with parents-to-be and also invited them to take part in our online polls to stand the chance to win pregnancy prizes.

This also gave us the opportunity to bring our campaign look and feel to life with animation.

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