National Health Mothers, Health Babies Coalition Promo TEXT4BABY by Grey Sydney


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Industry Public Safety, Health & Hygiene
Media Promo & PR
Market United States
Agency Grey Sydney
Released March 2010

Credits & Description

Category: Public Health & Safety, Pubic Awareness Messages
Date of First Appearance: Mar 15 2010
Entrant Company: GREY HEALTHCARE GROUP, New York, USA
Entry URL:
Co-Founder, Chairman, President: Paul Meyer (Voxiva)
SVP, US Healthcare: Chris Yu (Voxiva)
Text4baby Campaign Director: Sarah Ingersoll (National Healthy Mothers, Healthy Babies Coalition)
SVP, Creative Director: Judy Tabak (grey healthcare group)
VP, Associate Creative Director, Art: Dan Sciolto (grey healthcare group)
Junior Art Director: Czarine Yee (grey healthcare group)
Media placement: TV spots - MTV, local placement - March 2010-March 2011
Media placement: Radio - local placement - March 2010-March 2011
Media placement: Billboards - local placement - March 2010-March 2011

Describe the objective of the promotion.
In an effort to reduce the U.S. infant-mortality rate - which is currently 30th worldwide - text4baby, a new free mobile service was created to promote maternal and child health for the underserved population.

Describe how the promotion developed from concept to implementation.
This breakthrough program was developed in partnership with:

ghg, a WPP company.
Voxiva, a mobile health platform company.
National Healthy Mothers, Healthy Babies Coalition (HMHB).
The Coalition promotes optimal health for mothers and babies, and works to strengthen families and build healthy communities
CTIA - The Wireless Foundation.
Johnson & Johnson was the founding corporate sponsor.
Over 40 government agencies.

Voxiva provided the mobile platform technology, ghg the marketing, and CTIA the wireless technology.

Explain why the method of promotion was most relevant to the product or service.
Young moms can’t always afford or have access to a computer, but almost all of them have mobile phones and use text messaging.

"50% of people with chronic health problems in the United States have Internet access, but 90% have mobile phones," said Lynn O'Connor Vos, CEO of grey healthcare group. "That alone indicates the extraordinary impact mobile technology can have on health outcomes."

In addition, billboards, local radio and TV spots were used. Distribution has largely been organic (e.g. posters, billboards, face-to-face events, letters (health plans promoting to members), TV spots (MTV), radio PSAs, newspapers, physician practices, etc.

Describe the success of the promotion with both client and consumer including some quantifiable results.
Since the launch a little over a year ago by the White House in February, text4baby has enrolled more than 130,000 users in all 50 states and sent out over 5.9 million educational messages. There are over 400 organisational partners, including founding sponsor Johnson & Johnson, major health plans, and text4baby coalitions actively supporting this effort.

1000s of unofficial partners.
22 State Health Departments.
54 County & City Health Departments.
52 Health Plans.

Text4baby Materials Distribution.

>75,000 posters.
>75,000 tear pads.

US Department of Agriculture (USDA):
>50,000 posters.
>20,000 tear pads.
>20,000 flyers.

US Health Human Services:
12,000 posters.