Client: PSI Zimbabwe Campaign: Sisters Connected Period: Jan 2016 – Ongoing
Our client PSI Zimbabwe, wanted a controlled communication channel, where they could communicate directly only with the target audience on a peer to peer basis.
How do you set up a community of women to openly share and talk about issues surrounding sexual and reproductive health? How could PSI be a part of the sexual and reproductive health conversations among women, not as an authoritative voice but as a peer?
All women are connected somehow through their experiences. With this in mind Sisters’ Connected was chosen as a name.
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.
Month on month organic reach: 21%
Month on month page growth: 32%
Total fans: 3 months: 20K; 6 months: 30K; 13 months: 51K
Women seeking PSI related services: An increase of 29%
Calls and enquiries to call center: Increase of 60% after 6 months
Family planning procedures: increase of 30% (114K)
Cervical Cancer Screening: 17.3K
HIV Self testing: Polls showed a 60% acceptance to HIV ST.