Association of Women’s Health, Obstetric and Neonatal Nurses is a non-profit membership organization for nurses that promotes the health of women and newborns.
With countless organizations and associations talking about women’s and infant health issues, how can members of the Association for Women’s Health, Obstetric and Neonatal Nurses (AWHONN) position themselves as the “go-to experts?”
Through an integrated digital and traditional marketing campaign, Proof Strategies positioned AWHONN members as the front-line caregivers with the most hands-on expertise handling women and infant health issues. We promoted the Association’s evidence–based guidelines and highlighted AWHONN’s expertise, including their research, positioning statements, publications, and much more.
Within six months, Proof generated nearly 140 million media impressions. Additionally, we earned a mix of trade outlet coverage and top-tier coverage in consumer outlets, such as U.S. News & World Report and Parents magazine. Additionally, we supported the organization on their first annual “Diaper Drive Campaign.”
“Diaper Drive” Campaign results
September is the month when the greatest number of babies are born in the U.S. To increase awareness about the urgent need for diapers for American families, Proof conducted an earned media campaign, generated social media engagement, created media toolkits for local diaper banks, and created supporting materials for its network of national advocates.
We supported the Healthy Mom & Baby Wipe Out Diaper Need campaign with AWHONN, Kimberly-Clark (Huggies brand), and the National Diaper Bank Network to collect diapers for families in need. We exceeded the goal by collecting more than 225,000 diapers!
Results included attracting mommy bloggers to participate and share campaign content, 135 media placements (including national top tier and consumer outlets), securing national television and print coverage, and reaching an estimated audience of more than 464 million across the U.S.