When Barbados Fertility Centre decided to hire a public relations firm to start a social media awareness campaign about fertility, we were told that both women (and men) saw the topic as taboo and would likely not go public with their concerns, questions or experiences.
Mango Media Caribbean saw things a bit differently. We knew the one thing women enjoy doing is feeling connected, even when in pain. So instead we decided we would not just to create a Facebook page, rather we’d help our client create a movement, a tribe of likeminded women battling infertility that would break the shame usually associated with the disease.
To launch our movement Mango Media Caribbean began by asking the tiny audience (when we were hired the page had 200 fans) what topics they’d like to hear form Barbados Fertility Centre. We did trials to see what times of the day our audience was most responsive. On every media interview, ad campaign and collateral we produced for our client, our Facebook and Twitter feeds were mentioned and made distinctive.
More critically we adopted a specific voice for our social feeds by having it written by someone who was herself undergoing fertility issues we found a tone that connected deeply with our audience. Today the Barbados Fertility Facebook page is the most engaging in the Caribbean and even on the planet and there are clear links to the campaigns we execute on Facebook and the business results that Barbados Fertility Centre is able to achieve.
With over 15,000 fans (predominantly females on the page) the site remains a dynamic space for engagement, conversation and up to date information on medical breakthroughs related to fertility. And the silence that was there before? It’s been broken.