Situation

Engage 160,000+ pregnant mothers, and their unborn babies to participate in Australia's largest ever children's health and wellbeing research project - Generation Victoria.

Services

Strategy + Communications + Creative + Media + Social Marketing

Merged Minds was retained for all aspects of the social marketing of GenV, including campaign strategy, creative executions (Digital/ mainstream), PR, and all aspects of media including leading the strategy.

Strategy

Initial research highlighted how important it was to not just make people aware of GenV, but also create a favourable disposition towards the project. Not bombard people with the clinical and scientific details.

People are far more likely to be a part of something if they feel they are not alone. We had to create a sense that this was a movement that parents were joining. 'Count me in' was the vehicle that injected the campaign with a sense of momentum.

To support this, a 3 minute was created that provided people with more detailed information about what GenV was all about.

Targeting:

The broad nature of the GenV project meant that we needed to engage all ethnic groups and demographics. For example, to reach the African communities of the western suburbs, the community leaders of these ethnic groups became the spokespeople.