CASE STUDY: BIRTH CONTROL CAMPAIGN Medicines 360 and JPA Health partner to spread awareness of BC options to underserved populations
OVERVIEW
JPA Health, (a marketing agency) partnered with Medicines 360 (a non-profit pharmaceutical company) to develop a campaign aiming to raise awareness of birth control options among 2 million socioeconomically disadvantaged young women not currently accessing birth control.
The first draft of the campaign had already been completed when team members at JPA Health learned Equity Sequence® via in-house equity, diversity, and inclusion training. They decided to apply Equity Sequence® to a revision of their first draft plan and approach.
They gained some key insights from using the Equity Sequence® that equipped them to innovate their campaign for greater success.
INITIAL INSIGHTS
Upon applying Equity Sequence® to their campaign draft and the planning process, they gained important insights into opportunities to innovate the campaign design.
For example, during the planning and data collection phase of their campaign development, the team had relied on secondary market research data. Upon further investigation, it was revealed that this data had, in fact, missed out on the diversity of, and nuanced perspectives of, their complex target market - socioeconomically disadvantaged young women. This represented a gap in design perspectives, and so the team sought to close that gap as best they could with the constraints they faced.
As a result of identifying the gap in representation in their market research, the team set out to conduct an efficient and effective “direct consultation” with representatives of the target market. What they learned was invaluable.
First, their direct consultation revealed that, contrary to their assumptions, the market did not need an education-focused approach. In other words, the market wasn’t lacking education about birth control options, as the team had assumed. Instead, the market was mostly prevented from accessing birth control options due to social stigma.
Second, where the team had planned a digital-first and digital-only campaign, many representatives from the target market did not reliably use digital devices and/or were not tapped into social networks where this kind of information was circulated.
FROM INSIGHT TO ACTION
Based on what the team learned via their direct consultation, they made two important equitable innovations to their campaign plan.
First, they changed the campaign focus from an educational focus to a de-stigmatizing focus.
Second, they used a multi-channel approach to campaign marketing, and in addition to a digital marketing strategy, they added radio and transit advertising.
The #NotAwkward campaign was born.
RESULTS AND EQUITABLE IMPACT
As a result of launching the #NotAwkward campaign with these equitable innovations, JPA Health achieved for their client the following results:
The campaign exceeded the 2M person target by 55%
The campaign resulted in providing more women birth control access
The campaign won numerous industry awards, increasing visibility for both organizations and spotlight on an equitable approach to health marketing
WHAT JPA HEALTH HAS TO SAY:
“Supported by the Equity Sequence®, we created the #NotAwkward campaign with a team that reflected and understood the needs of our target audience - young women and women of color - who needed access to birth control.
By bringing together a diverse team with varying perspectives, we created content that truly resonated with our audience and led to an impactful campaign.”
~ Andrea Fetchko, VP, JPA Health
EQUITABLE INNOVATION
Anyone can learn to make equitable innovations to their products, services, programs, and designs via Equity Sequence®, the decision-making and innovation methodology used by leading organizations and individuals making a positive impact on those they serve.
Visit our Equity Sequence® page to learn more.