Chapter 4: Strategic Messaging
The Centers for Disease Control and Prevention partnered with Geben Communication to raise awareness among Millennial moms about developmental milestones to help them better monitor their child’s progress and ask pediatricians the right questions along the way.
During discovery, Geben analyzed the current social media landscape around parenting and developmental disabilities. They also conducted a focus group with eight influencers who write about parenting and early childhood to discuss the most effective ways to reach and engage their audiences.
The resulting #MilestoneMonday campaign had a new influencer post each Monday and model the desired behavior: to check and track milestones at regular intervals. It also featured pediatricians on Facebook Lives and a Real Babies of Instagram push, with influencers sharing cute baby photos with information on the importance of checking milestones.
The campaign reached more than 40 million parents with resources.
Learn more about Geben’s Centers for Disease Control and Prevention campaign.