We opened a Facebook page with the purpose of tapping into conversations that interest our target audience. Content was in the form of fashion trends, relationships and home and beauty as these were the topics that were trending among the target audience.
As the page grew we slowly introduced program related posts and the twitter page, and since the page was seen a safe place for women to share openly and freely, the posts were well received.
Gradually we increased program related posts with emphasis on family planning, cervical cancer and violence against women as these were the core areas that client wanted.
PSI Zimbabwe then became a peer rather than an authoritative figure. This meant the tone and language had to be uniform.