From celebrating the birth of 500 babies to growing social networks, building event promotion packages and profiling unique business investments, here’s a peek behind our PR week at Holdsworth Associates.
Brief and Objectives
Following frequent news reports of a national sperm shortage and the generally recognised disappointment of the National Sperm Bank, Bourn Hall Clinic wanted to find out the reasons why (or not) men would consider donating sperm, and to raise awareness of the new Bourn Hall Donor Programme.
Research, planning and strategy
Holdsworth Associates proposed a market research strategy, in order to gauge public attitudes. Understanding that sperm donation and male infertility can be a difficult topic for some to discuss, it was important to use a platform with a sense of privacy or anonymity when undertaking the research. Stakeholders to target would be men with fertility issues, but also potential donators.
Campaign tactics, creativity and innovation
An online attitudes survey was created, with contributions from Bourn Hall staff, to assess public opinion, knowledge of sperm donation and male infertility. The rationale was to use the results to identify obstacles to donation, providing insight into how to alleviate the national shortage. Extra space was included in the survey, encouraging participants to leave comments for further context.
Considering the target audience, Holdsworth Associates distributed the survey through relevant channels including Facebook, a football club chat room and a hockey club, due to the significant demographic of male users. With the survey being conducted online, it was more likely that there would be a higher level of engagement.
Implementation of Tactics
Holdsworth Associates posted the survey to social media and internet forums, securing multiple responses. The tactic to include open comment boxes in the survey was successful, with multiple responses recorded, allowing Bourn Hall to gain further useful information which may not have been originally considered.