Minnesota Department of Health (MDH)
NO BABY SHOULD BE BORN WITH SYPHILIS
Since congenital syphilis is on the rise in Minnesota, a persuasive awareness campaign was needed to encourage as many women as possible to get tested early and often during their pregnancy.
Strategic Development >
Creative Development >
Activation >
Strategic Development >
- Campaign Strategy
- Media Planning
- Outreach Planning
Creative Development >
- Inclusive Messaging
- Creative Campaign
- Ripple OutReach™ Toolkit
- Accessibility & Cultural Adaptation
Activation >
- Partner Engagement
- Transit Ads
- Billboard
- Digital Campaign
No Baby should be born with Syphilis
Since congenital syphilis is on the rise in Minnesota, a persuasive awareness campaign was needed to encourage as many women as possible to get tested early and often during their pregnancy.
Strategic Development >
Creative Development >
Activation >
Strategic Development >
- Campaign Strategy
- Media Planning
- Outreach Planning
Creative Development >
- Inclusive Messaging
- Creative Campaign
- Ripple OutReach™ Toolkit
- Accessibility & Cultural Adaptation
Activation >
- Partner Engagement
- Transit Ads
- Billboard
- Digital Campaign
Insight
Inclusive, insight-driven outreach was needed to address this rising public health crisis. It was needed to help protect mom and baby from syphilis.
Solution
Clear and trustworthy messaging.
A comprehensive, non-digital-first campaign. Extensive community outreach with turnkey materials to help spread the word.
Outcome
Greater awareness of the damaging consequences of congenital syphilis, with outreach results exceeding all expectations.
Impact
1.6 million
impressions
(OOH)
Radio
6 weeks
targeted messaging
Impact
4.4 million+
transit impressions
Ripple Outreach
303 visits
to toolkit page
Ripple OutReach
55%
email click-throughs
