To ensure authenticity, Octane recruited a variety of real women, mothers and their babies to be featured in campaign materials, including traditional and digital advertising, social media, toolkits, videos, fact sheets and more. Materials were spread throughout the district to promote the event. The message “Healthy Babies Start with Healthy Women” quickly became the underlying theme of the summit.
Octane created a strong web presence before and during the summit at DCMaternalHealth.com and through Facebook and Twitter. The day of the summit, Octane provided social media support through live tweets, a social media wall, a behind the scenes Facebook Live and a digital lounge. Octane’s work proved effective with #DCMaternalHealth trending #1 locally on Twitter.