Empowering Women for a Healthier Puerto Rico
Our first step was to talk to women who wanted to prevent pregnancy. We found that many didn’t know the virus spread through sexual activity and didn’t know what questions to ask about contraception or Zika. They needed quick answers: “What’s the right birth control for me and my partner? How much will it cost? Where do I go to get help?”
This meaningful dialogue with Puerto Rican women led MarketVision to creation of the “Ante La Duda, Pregunta” (ALDP) health-communications campaign. ALDP involved women in their own healthcare experience, helping them go from just following what others did or said, to being informed enough to choose the right birth control method for them.
How We Did It
The website anteladudapregunta.org served as the campaign hub for information on contraception methods, FAQs, testimonials from women and doctors, information about participating clinics and the ability to find a clinic near them. We created a Facebook community as a safe space for women to learn and talk about birth control and the free Z-CAN program. The Facebook community grew to over 25,000 highly engaged women in Puerto Rico and served as a learning platform that taught us about the kinds of questions women were asking. We used the learning to create relevant and useful content and distributed it through influencers, radio personalities, grassroots events, paid digital/social ads, paid search and sharable content for participating clinics/doctors and community partners.
By involving the audience in the story, MarketVision was able to create and evolve the platform as a valuable resource for women that ultimately averted what could have been a devastating outcome for the 29,000 women who secured a contraceptive method. Following the initiative, Puerto Rico had zero cases of babies born with Zika-related complications, yet places with similar conditions were much less fortunate.
highly engaged Facebook community built in one year
Led CDC Foundation to establish the ALDP Toolkit as a model for future emergency response efforts