Define

• SOCIAL MARKETING PROGRAMME:

• Informing a social marketing strategy for ‘Mums-to-be’

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Define conducted a comprehensive programme of scoping work for Camden NHS to identify opportunities for social marketing activity with Mums-to-be.

We started with exploratory qualitative work (with the target and their influencers) to understand experiences of the maternity pathway. We also needed to identify motivations and barriers around specific health behaviours.

Stage 1 findings helped to sketch an audience segmentation. They also helped inspire some ideas for specific interventions within the maternity pathway to improve engagement and uptake of services.

This led to the Stage 2 quantification; testing the audience segmentation and the intervention ideas. Interviews were conducted in-street via a very short (because Mums-to-be can’t stand for long!) questionnaire. This was crafted to include only highly discriminating questions where next actions were clearly evaluated.

The method and sampling throughout this project were particularly challenging. Although the “pregnant and recent Mum” universe is relatively small in the borough of Camden, the target audience encompasses the extremes of high-wealth through to very low income individuals. As in any inner-city area, there were also specific ethnic minority populations to include as well as highly marginalised groups such as women in hostels.