‘ASAP’
Client: NHS Commissioning Support for London (now London Health Programmes)
Brief: To increase the number of women receiving their antenatal assessment in early pregnancy, so they receive the full range of NHS care available and do not miss important scans and tests. Target four key boroughs across London – white British women in Barnet and Haringey, and black African women in Waltham Forest and Redbridge.
What we did:
- Developed the ‘As Soon As you’re Pregnant’ (ASAP) campaign concept
- Delivered a series of roadshows and community engagement events in areas with the highest late attendance rates
- Engaged with over 50 black African organisations and community leaders
- Secured PR coverage from leading mummy bloggers, African TV and radio stations
- Targeted distribution of marketing materials to all outlets selling pregnancy tests, giving pregnant women a nudge to see their GP ‘ASAP’
Value: Our report on the ‘ASAP’ campaign is being used by the NHS to adapt learning across other areas of London.
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