To target women in the Western Cape Province, Primedia Unlimited’s Fitting Exposure subsidiary, specialising in advertising within fitting rooms, has been selected as a suitable avenue to deliver gender specific communication.
The department’s main objective is to reduce the maternal death rate by 75%, by 2015. The underlying aims for the Western Cape Government Health is to manage the causes of maternal death, enhance the management of pregnant women, ensure quality provision of contraception, strengthen and support pre and postnatal care, eliminate death from unsafe abortions and enhance community health awareness and mobilisation.
“The Western Cape Government’s Women’s Month campaign is a follow-on to their ‘Breast is Best’ campaign,” says Mary-Anne Lakin, Fitting Exposure’s General Manager. “The same media channels were used lending itself to longevity and continuation in the WCG’s efforts to improve conditions for women.”
Targeting all women to the Western Cape over 15 years of age, the Women’s Health campaign runs in all Jet/Jetmart and Ackerman’s fitting rooms until the end of September. Women across the province are encouraged to take full advantage of the opportunity to access any public health clinic in the province for any matter relating to their health.
As a call-to-action, the fitting room creative directed women to a MXit group, which worked extremely well for the campaign. After just eleven days into the campaign, users had already downloaded the health app nearly 40 000 times.
According to The MediaShop’s Media Strategist, Teresa van den Berg, “We like the fitting room posters due to the dwell time and opportunity to target specific genders, it gives the consumer a chance to absorb information and take down numbers if needed.”