Advertising Strategy: Advancing Reproductive Health | Tapestry Health
Issue Area
Health
Reproductive Rights
Our Services
Creative
Ads
Strategy
Landing Page Design
Writing
Neta Collab and Tapestry Health worked together to develop and launch a campaign to promote their sexual and reproductive health services in Western Massachusetts.
Why is this campaign important?
In the face of a dramatic surge in syphilis cases and the increasing prevalence of crisis pregnancy centers targeting individuals seeking abortion care, amplifying Tapestry's services has become crucial for safeguarding community health and reproductive rights.
Public Health Crisis: The dramatic surge in syphilis cases represents a significant public health concern. Timely access to sexual health services, including testing and treatment, is crucial to curb the spread of sexually transmitted infections and protect community health.
Reproductive Rights: With the increasing prevalence of crisis pregnancy centers, which often provide biased or misleading information, it's critical to ensure that individuals seeking abortion care have access to accurate, comprehensive information and services.
Access to Care: In Western Massachusetts, where healthcare resources may be limited, especially in rural areas, promoting awareness of Tapestry Health's services can significantly improve access to essential sexual and reproductive healthcare.
Combating Misinformation: By amplifying Tapestry's evidence-based services, this campaign helps counter the spread of misinformation about sexual and reproductive health, empowering individuals to make informed decisions about their bodies and health.
Community Empowerment: Increasing awareness of available services promotes community health literacy and empowers individuals to take control of their sexual and reproductive health.
Addressing Disparities: Sexual and reproductive health issues often disproportionately affect marginalized communities. This campaign helps address these disparities by ensuring that all members of the community are aware of available resources.
Supporting Reproductive Rights: In a political climate where reproductive rights are increasingly under threat, campaigns like this play a crucial role in preserving and promoting access to comprehensive reproductive healthcare.
By raising awareness of Tapestry Health's services, this campaign directly contributes to safeguarding public health, protecting reproductive rights, and ensuring that the community has access to the critical sexual and reproductive health services they need and deserve.
Project Objectives
Develop and implement a targeted marketing strategy to boost community awareness of Tapestry Health's sexual and reproductive health services in Western Massachusetts.
Create and distribute clear, accurate, and accessible information about sexual health and reproductive rights, particularly focusing on syphilis prevention and abortion care, to counteract misinformation from crisis pregnancy centers and other unreliable sources.
Design and launch outreach initiatives that specifically target underserved populations in Western Massachusetts.
Ad Content
We developed simple and informative ad graphics and billboards. These were placed across digital platforms, digital billboards, billboards, and posters in targeted communities.
Billboard Results
We worked with LAMAR in Western Massachusetts to place ads in target neighborhoods.
616k
Impressions
43k
Plays (digital billboard)
Digital Ad Results
We worked alongside Tapestry Health to place ads on Meta and Google.
2.1m
Ad impressions
15.2k
Website clicks
$0.65
Cost per click
Our Team
Neta’s team includes members with years of experience working with reproductive justice and in healthcare services who understand the complexities in serving marginalized communities.
The following Neta team members were part of our partnership with Tapestry Health.
Shei
Project Advisor
Erin
Writing
Randy
Writing & Ads
Ambar
Project Lead & Strategy
Julia
Design
Neta Collab is a marketing and creative agency for nonprofits.
We prioritize culturally competent marketing that connects with your communities.
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