CASE STUDY: Raising Awareness of FGM Amongst GPs and Doctors
Provided by International Business Times
Timed to coincide with the UK's first ever 'Girl's Summit' The Home Office teamed up with Adprime to raise awareness of FGM.
What was the Challenge / Background of the Campaign?
Female genital mutilation (FGM) is a severe form of violence against women and girls. Recent estimates published in July 2014 indicate that 137,000 women and girls affected by FGM, born in countries where FGM is practised, were permanently resident in England and Wales in 2011. The high numbers of women and girls affected by FGM underlies the urgent need for action to protect those affected. This campaign in association with The Home Office set out to raise awareness using the strength of Adprime Media's niche networks.
What was the Campaign Objective?
The campaign objective was to raise awareness amongst GP's and doctors of the practice of FGM to coincide with the UK's first ever 'Girl Summit', aimed at mobilising domestic and international efforts to end female genital mutilation and child, early and forced marriage (CEFM) within a generation. In the UK, FGM tends to occur in areas with large populations of FGM practising communities. The Home Office has identified girls from the Somali, Kenyan, Sudanese, Sierra Leonean, Egyptian, Nigerian, Eritrean, Yemeni, Kurdish and Indonesian communities as most risk of FGM.
What was the Solution?
Adprime Media operates several niche ad networks specialising in specific categories helping advertisers reach the right audiences. So when the Home Office wanted to target health care professionals in communities where the issue is most prevalent it was the perfect partnership. Adprime suggested the use of geo-targeted Flash formats to create impact and convey impactful messaging within a week to meet the client's launch date requirements. This meant that powerful imagery and messaging would accurately reach the right audience at the right time.
What were the Results?
Adprime's advertising solutions include both brand marketing and direct response by leveraging expertise, reach, extensive targeting and optimisation to accomplish marketing objectives - this was vital to the success of this campaign. Our cutting edge technology and dedication to success gave the Home Office a perfect geo-targeted ad campaign that reached right to the heart of the health care communities. Average CTR reached a peak of 2.34% with the Manchester figures soaring to 4.67%. This was a phenomenal result and the client was delighted.
What were the Key Learnings of this Campaign?
This was a niche campaign raising awareness amongst GP's and Doctors in pinpointed communities - it was vital to use a geo targeted system to locate these people as quickly and effectively as possible. Adprime were able to optimise the campaign by continuously monitoring performance on websites. Impressions were shifted to the highest performing placements and underperforming sites were immediately removed. By only offering highly visible placements on prominent positions we were able to leave an impression on our audience with high impact units that captured and engaged.