#OurInfertilityStory – Reaching the Right Audience Through Quality Sponsored Content
Coming to terms with infertility, as one can imagine, isn’t an easy process. The myriad emotions, so many of them negative, are overwhelming. The good news is that sufferers are not alone.
Proposed Concept
Of all the distressing emotions evoked in those struggling with infertility, it is perhaps fear, powerlessness and a pervasive sense of isolation that are the most difficult.
In truth, however, many suffer from the complication, and their stories could make a meaningful difference to those facing an important decision – whether or not to move ahead with treatment.
Whereas the medical aspects of infertility are of fundamental concern to an awareness and education campaign, we feel that the best way to truly connect with the Caxton audience is by putting a compassionate, relatable and very human face to the subject.
It would be through recounting the human experience of an infertility diagnosis, and its subsequent treatment, that quality content will most effectively speak to Merck’s targeted Caxton readership.
With this in mind, our proposed campaign theme is, #OurInfertilityStory.
We feel that a strong emphasis on videoed and written interviews from couples, men and women who have undergone the journey would be an effective way of providing sympathy for, and education to, those struggling to conceive.
An unitimidating and friendly interview with a medical specialist is also suggested.
The medical aspects could, accordingly, be addressed indirectly, while patients are left feeling less isolated and alone.
Spectrum and the Local News Network (LNN)
Our sponsored content offering will provide Merck with the opportunity to reach a precisely targeted clientele via Caxton’s expansive network of local news sites.
Caxton’s new video-on-demand platform, Spectrum, appears across over twenty selected local news sites, and is ideally suited to the distribution of video, giving the content a high degree of visibility, and making it easily accessible.
The Spectrum player is prominently displayed on each of our selected local news website homepages.
To ensure only the highest quality videos, all material will be professionally produced.
Traffic to Spectrum will be boosted through the use of social media and banner adverts.
In addition, the video content will be amplified through embedding the Spectrum player in a series of complementary LNN articles published as part of the campaign.
Please note that with regards to the proposed concept, the above remains an initial suggestion only, and that input and guidance from Merck will always be most welcome.
