Merck for Mothers Gives Life to Maternal Mortality Awareness
It can be hard to get people talking about an issue as tragic and deceptively distant as maternal mortality, but that’s what Merck set out to do with its 10-year, $500-million initiative called Merck for Mothers. MMC continues to help Merck advance the conversation (now in the initiative’s fifth year) by consistently expanding its presence on social platforms in combination with live event activations and other initiatives that all embrace the power of storytelling.
Since 2012, MMC has helped Merck for Mothers’ amass nearly 200,000 Facebook fans through a mixture of positive and inspirational personal stories about birth and motherhood, and encouraging others to share their own, in combination with educational information about the issue and Merck for Mothers’ efforts.
In late 2014, Merck for Mothers expanded its audience to Twitter to engage with like-minded organizations, influencers and advocates. Extending its reach and establishing itself as a major presence, the brand’s signature call to action #EndMaternalMortality has enabled Merck to track and own part of the discussion. By leveraging this hashtag at several live events in 2015, including Women in the World and BlogHer, the team has driven active engagement, conversation and increased mentions of Merck and Merck for Mothers. By the end of 2015, @MerckforMothers had attracted more than 14,000 followers.
The most recent extension of Merck for Mothers’ social footprint included the launch of its Instagram in January 2016, adding another dimension for sharing personal stories and photos about motherhood around the world.
In total, Merck for Mothers’ average monthly potential reach exceeds 225,000, with engagement rates that are 10 times greater than the category benchmarks – and, more importantly, it’s reaching new audiences and helping increase awareness of an important global health issue.