#movementsmatterA campaign to raise awareness of current guidelines around Reduced Fetal Movements

In partnership with

2

Why this campaign?

• 55% women who had a stillbirth noticed their baby’s movements had slowed down or stopped but hadn’t reported it

• A recent Tommy’s survey of 1,318 pregnant women has found that only 15% of respondents know how to monitor fetal movement during pregnancy

• Although 95% of pregnant women are aware that baby’s movements are important, 85% were unaware of how much movement they should be watching for

• Only half of women would call a midwife promptly on noticing reduced movement

• a massive 73% would delay asking for help and try to do something to make the baby move, despite there being no evidence at all for the effectiveness of this

• More than half (52%) would avoid calling the midwife/hospital due to worry about ‘wasting time’ or ‘being a nuisance’.

Rationale

Campaign designed to build on work that Tommy’s had completed with NHS England under the Stillbirth Care Bundle, Element 3: Reduced Fetal Movement. The initial project was to design and test a leaflet to raise awareness amongst pregnant women of the importance of detecting and reporting reduced fetal movement (RFM).

User-testing• Key messages tested with 3 focus groups• Three designs shared to gauge assimilation

and acceptability

Distribution• Through NHS England• Available as a download from Tommy’s, Kicks

Count and Mama Academy.

Languages• In the process of being translated into 8

different languages

55% women who had a stillbirth noticed their baby’s movements had slowed down or stopped but hadn’t reported it

Our #MovementsMatter campaign sought to inform them and give them the confidence to seek help…

We launched the Movements Matter campaign…

The campaign film

• Shareable

• As short as possible

• Immediately engaging and clearly relevant

• Unthreatening despite the serious message

• Delivers the same key messages as the leaflet

• Designed to be inclusive to all ethnic and social groups

Image of pregnant woman, immediately shows relevance to target audience

Opening line, inspires curiosity, grabs attention

Length: Under 90s

Distribution and marketing

• Focused on leveraging existing partners and supporters.

• Built in distribution by making SHARE the CTA.

• £5k added by Tommy’s for paid distribution

#movementsmatter

Blogger outreach

Corporate and other partners

Paid distribution

Tommy’s owned

platforms

Some of our campaign supporters

Influencers who talk to our target audience…

Mother of Daughters aka Clemmie Hooper

200kfollowers on instagram

Dress Like A Mum aka Zoe de Pass

60k followers on instagram

Over 20 bloggers supported, including Dress Like a Mum, GhostwriterMummy, Great North Mum and Alejandra Fonseca

Tea with Tommy’s Midwives on Kicks Count

Tommy’s added £5k for distribution

• Gave us the ability to amplify organic reach

• Allowed us to have some controlled distribution

• It allowed us to optimise/test and learn• Gave us the ability to drill down into

results

Optimising the paid posts – 3 options

NO 1

NO 3

NO 2

Results by day 4 – very clear winner

Video Views Reach Impressions Shares

No 1 81,289 219,530 230,565 180

No 2 210,857 282,065 304,310 263

No 3 17,230 37,075 37,829 28

Social Advertising

FacebookEvaluation

Headline result

Reach: 6,000,000*

*This is a VERY conservative estimate based solely on Facebook activity that we have sight of. It doesn’t include Twitter stats or PR activity, such as 5live, Telegraph, BMJ, Huff Po or Mirror articles. It doesn’t include any stats from bloggers or influencers. It doesn’t include reach through presence on corporate partner homepages.

TARGET POPULATION:

700,000

Overview of paid distribution

Views: 688,686

Reach: 1,400,863

Shares: 1,051

Engagements: 474,112

(Cost: £5k)

Views past 50%: 105,686

Highest reach the agency we used has

ever achieved for anywhere near this

budget

Extrapolating these figures out to the extra 5m reached organically we would be looking at film views of 3m and views past 50% of more than half a million.

Did we increase awareness?

To deliver the following key messages• Women should be aware of their babies’ pattern of

movement• Any reduction should be reported promptly• We wanted to empower women to overcome fears of

wasting hospital time.• We wanted to challenge the prevalent myth about

baby’s movements ‘naturally’ slowing down towards the end of pregnancy

A reminder of our aims

Campaign surveys

Bounty pre-and post campaign surveys

• Online survey sent to Bounty members 16-40 weeks pregnant

• 1318 completed pre-campaign survey.

• 1326 completed the post-campaign survey

• More than 40% (563) in the post-campaign survey said they were ‘aware of the campaign’ or ‘had seen the film’.

Facebook post-campaign survey.

• Re-targeted the audience that were exposed to the campaign with the same questions.

• 350 completed surveys.

Purposely did not promote either survey through our own or Kicks Count channels to avoid bias.

Where did you see the campaign?

Source: Bounty survey. Where did you see the Tommy's Movement Matters Campaign? Post Campaign: 1,326

18%

18%

21%

24%

20%

22%

51%

52%

51%

51%

59%

51%

28%

25%

37%

33%

23%

29%

23%

24%

20%

22%

23%

23%

Total

ABC1

C2DE

Under 30k

£30-50k

£50k +

News articles online(Huffington Post/Net Mums)

Social media posts/likes(Facebook)

Tommy's Website

None of these

How many kicks should you feel per day?

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

5 10 15 Don't know Other

Other…As many as

normal for you, depends on your

baby, know what's normal for

your baby

Bounty pre-campaign survey: How many kicks should you feel per day? Respondents 1318

Bounty post-campaign survey: How many kicks should you feel per day? Respondents 563 (‘Aware of campaign’ subset)

The correct answer, 18% increase

0%

10%

20%

30%

40%

50%

60%

70%

80%

Lie on your side fortwo hours and see if

you can count 10movements

Call your midwife orhospital immediately

Double check with ahome doppler

Wait until next day tosee if things improve

Do something to tryand make the baby

move (such as havinga glass of cold wateror eating something

sweet)

Not sure

pre-campaign

post-campaign

What should you do if you feel your baby is moving less?

Bounty pre-campaign survey: What should you do if you feel your baby is moving less (tick as many as apply)? Respondents 1318

Bounty post-campaign survey: What should you do if you feel your baby is moving less (tick as many as apply)? Respondents 563 (‘Aware of campaign’ subset)

19% increase in intent to call promptly for help

What would prevent you from calling a midwife?

0%

10%

20%

30%

40%

50%

60%

Uncertainty on whethermovements have actually slowed

Worry about wasting thehospital/midwife time

Worry about being a 'nuisance'because you have gone previously

and it's been fine

None of these

Bounty pre-campaign survey: What could prevent you calling a midwife (tick as many as apply)? Respondents 1318

Bounty post-campaign survey: What could prevent you calling a midwife (tick as many as apply)? Respondents 563 (‘Aware of campaign’ subset)

Worry about ‘wasting time’ stat - decreased by 27%

What happens to baby’s movements in the third trimester?

0%

10%

20%

30%

40%

50%

60%

70%

Baby's movementsstop

Baby's movementsslow down

Baby's movementsspeed up

Baby's movementscontinue as normal

I don't know

Pre-campaign

Post-campaign

Bounty pre-campaign survey: What happens to a baby’s movements in the third trimester? Respondents 1318

Bounty post-campaign survey: What happens to a baby’s movements in the third trimester? Respondents 563 (‘Aware of campaign’ subset)

Movements ‘continue as normal’ increased by 25%

• A secondary asset, the pdf ‘Reporting fetal movements: what to expect’, downloaded more than 4,000 times.

• Sustained 38% increase in traffic to the Tommy’s page on baby’s movements. 14k – 20k pcm

• Requests from hospitals for the film to show in waiting rooms

• SOGC and ACOG (the Canadian and USA equivalents of RCOG) have asked whether they can use the film.

Other campaign activity

What next?

• Explore ways to get funding to make this an annual campaign

• Consider a similar location-based pilot in which campaign data is cross-referenced with hospital data to measure effect on stillbirth

• Investigate new ways to target and evaluate BME targeted campaigns

• Is there scope to distribute the film in other ways, eg maternity waiting rooms?

Visit the CharityComms website

to view slides from past events,

see what events we have

coming up and to check out

what else we do:

www.charitycomms.org.uk

26 January 2017

Seminar

London

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