Finalist
Revolutionising Fertility Education with The ‘Be Ready, Whenever You’re Ready’ Campaign
by Foundry 3 for Gedeon Richter
Summary of work
In response to the growing need for fertility education among women across Europe, Gedeon Richter initiated the ’Be Ready, Whenever You’re Ready’ campaign in 2016. Despite building a large Facebook community, engagement and conversion rates were low. To gain insights, the largest EU social media research project in women’s health was conducted.
Recognising the power of social media, the campaign strategically targeted three distinct personas tailoring content to their unique needs and behaviours. Through innovative tools like the Fertility Age Calculator and Conversation Guides, the campaign effectively empowered women to make informed decisions about their reproductive health.
The campaign’s success is evident in its outstanding outcomes. Notably, the Fertility Age Calculator garnered significant engagement, with a remarkable conversion rate of 35%. The establishment of the Fertility Choices TikTok page further amplified impact, boasting over 10,000 followers and an exceptional engagement rate of nearly 17%.
Moreover, a survey revealed a substantial shift in attitudes and behaviours among participants, with a vast majority acknowledging age as the primary factor affecting fertility and expressing intentions to seek expert guidance and make informed decisions.
Overall, the ’Be Ready, Whenever You’re Ready’ campaign exemplifies a transformative approach to fertility education and demonstrates tangible behavioural changes.
Judges’ comments
Foundry 3 and Gedeon Richter designed a really clear and well-focused approach that understood the needs of a core audience, which were portrayed through the strong objectives that were strongly focused around the audience needs. In addition, they provided great results, a strong engagement strategy that produced good outcomes, as well as driving better knowledge and understanding.
