Fertile Conversations
2019 Finalist

Fertile Conversations

Bennett Coleman & Company Ltd. (Times Group)

Gurgaon, India

Category Best Marketing Solution for an Advertising Client

Overview of this campaign

Nearly 10-15% of married couples in India are suffering from infertility. Approximately 27.5 million couples who are actively seeking children are finding it hard to become parents. In addition to this, the issue has remained a hush-hush subject for too long. The Times of India launched the ‘Fertile Conversations’ initiative to rouse its readers to bring about change.

The objective for the client (Nova IVI – a fertility clinic) was to position the company as a thought leader, generate goodwill for the company, get the public to interact with its experts and drive leads to their clinics for the overall benefit of the business.

From the Times of India business perspective, the aim was to increase readership by creating relevant content, generate additional ad revenue through sponsorship and creating a context to help ad sales team to get better monetization from Fertility related advertisers.

Other objectives from the campaign were to:

  • Create awareness about the topic (what it is, how it affects us, how it can be prevented, what medical options are available, etc.)
  • Highlight the existing dismal scenario and what can be done about it
  • Banishing the taboo around it by talking about it in open forums
  • Showcasing how infertility could be an issue with both men and women
  • Dispel myths surrounding infertility
  • Connect readers to medical experts for seeking proper guidance
  • Help men & women evaluate if they are vulnerable to infertility
  • Push for systemic changes in existing laws for the treatment of infertility

The plan was to reach out to the public at large and the decision/policy makers in particular. TOI reached out to the masses through several media including editorial articles, print ads in newspapers, spots and content on TV, radio spots & RJ mentions, promotion in cinema and social media & digital promotions.

We also organized on-ground activities including social meetups, panel discussion with experts on TV and a social activation with couples who have conceived even after infertility.


Results for this campaign

The theme of Fertile Conversations 2018 campaign was to create awareness around various aspects of infertility and encourage people to seek expert advice. The campaign was very well received by the public as well as the policy makers.

700+ questions posted and answered by our experts on the campaign website.

6000+ quizzes taken on website to check vulnerability to infertility.

6500+ free checkups with experts availed by couples.

Social Meetups: 3 social meetups were organized across Mumbai, Bangalore and Gurgaon for men and women to interact with experts and seek solutions to their issues.

Panel Discussion: A panel discussion with medical experts was organized on TV to discuss various aspects of infertility, existing laws and way forward.

Social Activation: A social event was organized in a mall in Mumbai with couples who have conceived even after infertility with the help of scientific options available. The idea was to address the taboo around the topic by discussing the issue publicly.

FB Live Sessions with experts: 8 Live and interactive sessions with medical experts were organized through Facebook Live for the benefit of our audience which were cumulatively viewed by more than 330,000 people.

Activations in Corporates: Since working couples are most susceptible to infertility, various activations were organized in corporate offices to educate people around infertility and help them interact with a medical expert.

The campaign helped the client to position themselves as a thought leader, generated goodwill for the brand, got the public to interact with its medical experts and drove leads to their clinics for the overall benefit of the business.

Along with revenue through sponsorships, the campaign also helped TOI create contextual advertising solutions for fertility related advertisers. There was a significant jump in the ad revenue from this category over the previous years. Many of the dormant clients from the category started advertising again, while there was a significant jump in new advertisers who came on board because of this campaign.


Contact

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