WAA Chosen was appointed by Marie Stopes International to develop a new creative proposition and fully-integrated multi-channel campaign to run across 20 countries. With three target audiences: Passive Mothers, Aspiring Mothers and Aspiring Women (pre-children) it was obvious that in-depth market analysis would be necessary to satisfy the variety of demands and restrictions.
Utilising a mix of client data and our own research, clear audience insights were identified. Our ‘awareness’ campaign would position Marie Stopes as a mother figure or trusted friend, while our ‘behaviour change’ route would focus on the potential of making a better decision; highlighting how, for example, choosing a particular method could enable young women and their families to benefit from greater opportunities in life.
The print, digital and radio campaign is currently live in in six African countries: Zambia, Ethiopia, Kenya, Tanzania, Nigeria and Uganda
Success in testing has led to the campaign being adapted/translated into at least four local dialects including French, Swahili, Bemba and Nyanja
…the iconic strength of the Marie Stopes open door and harnessing it as a welcoming, empowering symbol to women across the developing world.