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World Prematurity Day
2014 Summary
Dec. 12, 2014
2014 WPD Overview
• Various materials were developed to support countries in promoting World Prematurity Day
• Advocacy toolkit with key messages, a press release template for country adaptation and ideas for activities
• Social media toolkit with guidance for Twitter, Facebook and other outlets • Spreadsheet of data to use for World Prematurity Day advocacy and materials
(Excel spreadsheet with data for 193 countries) • Communications materials on the WPD Facebook page including photos, e-
toolkit for parent groups, customizable online banners, posters, infographic, videos, e-mail/newsletter badges, and information about other linked campaigns
• All materials were available on the Every Newborn webpage at http://www.everynewborn.org/world-prematurity-day-resources/
• Parent groups, researchers, governments, civil society and more held WPD events in over 70 countries in 2014 • New research published by The Lancet medical journal in September announced that preterm birth is now the leading killer of children under 5 globally • In countries around the world there is growing interest and action being taken to raise awareness and address preterm birth • Over $250 million (USD) was pledged for new preterm birth research
Dec. 12, 2014
2014 WPD Overview
The growth of World Prematurity Day over the last several years has also been in part due to renewed global interest for an action around the Every Newborn Action Plan the United Nations Secretary General’s Every Woman Every Child initiative. Specifically, these efforts, through the hard work of supportive governments, in-country partner organizations, parents and advocates, have renewed critical attention to the need to address preterm birth, newborn survival, stillbirths and maternal health. The first international awareness day for preterm birth was created by European parents organizations and celebrated on 17 November 2009. World Prematurity Day was first celebrated in 2011 and gained traction globally after the Born Too Soon report in 2012. In 2013 there were events held in over 60 countries.
2014 Campaign Highlights • More than 50 international partners with event in 70 countries • Global media coverage, which reached almost 2 billion worldwide • Global Public Service Announcements on CNN International, CNN USA and CNN
Spanish, presented by Anne Geddes, Celine Dion and Thalia. These spots aired almost 2000 times. A print campaign also supported WPD using the same spokespersons.
• More than 150 landmarks around the globe lit purple in support of WPD, including Niagara Falls, The Empire State Building, Mexico’s Federal Congress and Ministry of Health building, Bosphorus Strait Bridge in Istanbul, Turkey, Spinnaker Tower in Hampshire (UK), the Singapore Flyer.
• World Prematurity Day dedicated Facebook page with story sharing • Twitter hashtag, 24-hour global Twitter relay, preemie chats and celebrity postings
and tweets • Shareable images and messaging • Volunteer and parent group participation and support
Dec. 12, 2014
WPD Message Map
Campaign Element 2014 Es2mated Impressions
2013 Es2mated Impressions Difference
Earned Media • 750 Million • 560 Million • +34%
Adver2sing (Celine Dion, Anne Geddes)
• 1 Billion • 970 Million • +3%
Social Media • Facebook • TwiOer
• 8.3 Million • 163 Million
• 13.5 Million • 135 Million
• -‐39% • +21%
TOTAL INTERNATIONAL • 1.9 Billion • 1.7 Billion • + 12%
TOTAL INTERNATIONAL AND DOMESTIC
• 5.8 Billion • 4.5 Billion • +29%
Media Results
Campaign Element Content Descrip2on 2014 Es2mated Impressions
2013 Es2mated Impressions
% Difference
Earned Media • Premature Birth Report card
• Other US earned media in Nov.
• 254 Million • 825 Million
• 182 Million • NA
• +40% • ++
Adver2sing • TV, Radio, Cable • Out-‐of-‐Home • Print PSAs • Online PSAs • CEO Network Radio
Promo2on • Pa2entPoint
• HBWW*; WPD • HBWW, WPD • HBWW, WPD • HBWW, WPD • Sponsor Prematurity
Message • HBWW, WPD
• 336 Million • 237 Million • 50 Million • 172 Million • 1.9 Billion
• 3 Million
• 263 Million • 220 Million • 50 Million • 172 Million • 1.9 Billion
• 3 Million
• +28% • +3% • -‐-‐ • -‐-‐ • -‐-‐
• -‐-‐
Social Media • Facebook • TwiOer
(MODHealthTalk) • Email
• WPD, PAM • WPD, PAM chats
• Family story, WPD, PAM
• 63 Million • 44 Million
• 2 Million
• 38 Million • 13 Million
• 2 Million
• +62.5% • +238%
• -‐-‐-‐
TOTAL DOMESTIC
• 3.9 BILLION • 2.8 BILLION • +39%
United States Results
*HBWW is the March of Dimes’ Healthy Babies are Worth the Wait initiative
Global Media Audience of Almost 2 Billion
• Global TV Public Service Announcements with Celine Dion, Anne Geddes, and Thalia
aired more than 2,000 times, reaching 1 billion TV viewers on CNN International, CNN USA, CNN Spanish
• WPD press release led with preterm birth is the leader killer of children under five from The Lancet paper authored by Drs. Robert Black, Joy Lawn and others. Second message: $250 million in research programs on preterm birth announced on WPD.
• Massive radio and TV audiences from reports on the BBC, Voice of America and China Central Television. BBC Today (radio) ran WPD as their lead item through Nov. 17. It also ran on BBC World TV, BBC Newsweek (world’s biggest breakfast radio show), BBC Women’s Hour, BBC Africa TV and radio. WPD also ran on CNN International, ITV (UK), South African Broadcasting Corp., Fox News (US), Telemundo (US), O Globo (Brazil), national TV stations in New Zealand, Kenya, Rwanda and Tanzania.
Global Media Audience of Almost 2 Billion
• 17 wire services use the WPD press release, including: EFE (Spain), DPA
(Germany), Xinhua (China), Notimex (Mexico), Press Trust of India, Africa Science News, and SINA (Taiwan)
• Newspapers: Daily News (China), The Telegraph, The Guardian (UK), The Washington Post, The Times of India, VEJA (Brazil), Berliner Zeitung, The Hindu, (India), China Times (Taiwan), Republica (Nepal), El Confidencial (Spain), The Daily Star (Bangladesh), The New Times (Rwanda), New Vision (Uganda)
• Major News Websites: BBC, Voice of America, Huffington Post, NPR (US), IOL News (South Africa)
• March of Dimes Prematurity Awareness Month (November) in the US was hugely successful. MOD’s study of prematurity by states and the opening of prematurity research centers produced more than 2,000 media hits on prematurity. MOD’s spokesperson Anne Geddes was the center of some of the national MOD campaign. This media campaign created almost 4 billion media impressions in the United States.
WPD Social Media
#WorldPrematurityDay Performance Tracked By TweetReach In 2013 a tweet by Pink reached over 20M, she did not tweet in 2014, affecting our overall reach number November Performance • 24.6M reached*, decrease
of 12% YOY • 162.7MM impressions,
increase of 20.7% YOY • 34.7k tweets, increase of
46.4% YOY • 13.9k contributors, increase
of 60% YOY
*This figure is 97.6% of the total reach. This figure excludes addi9onal campaign tracking terms (e.g. #BornTooSoon, #EveryNewborn)
0 20,000,000 40,000,000 60,000,000 80,000,000
100,000,000 120,000,000 140,000,000 160,000,000 180,000,000
2012 2013 2014
November Reach and Exposure By Year
Reach
Exposure
0
5,000
10,000
15,000
20,000
25,000
30,000
35,000
40,000
2012 2013 2014
November Tweets and Contributors By Year
Tweets
Contributors
#WorldPrematurityDay Performance Tracked By TweetReach November 17th Performance • 19.6M reached*, increase of
34.3% YOY • 92.4MM impressions, increase
of 55% YOY • 19.7k tweets, increase of 79%
YOY • 9.9k contributors, increase of
83% YOY
*This figure is 99.6% of the total reach. This figure excludes addi9onal campaign tracking terms (e.g. #BornTooSoon, #EveryNewborn)
0 10,000,000 20,000,000 30,000,000 40,000,000 50,000,000 60,000,000 70,000,000 80,000,000 90,000,000
100,000,000
2012 2013 2014
Nov 17 Reach and Impressions By Year
Reach
Impressions
0
5,000
10,000
15,000
20,000
25,000
2012 2013 2014
Nov 17 Tweets and Contributors By Year
Tweets
Contributors
Twitter – 24hr Relay Detail AMCHP GAPPS Borngreat Founda9on Na9onal Premmie Founda9on March of Dimes Siriraj Thailand Wellbeing Founda9on Africa USAID MamaYe Tommy's HNN/Every Newborn Bliss, London MHTF ICM LibleBigSouls, Ghana PMNCH/LSHTM EFCNI March of Dimes Con Amor, Mexico J&J Global Health/EWEC CPBF (Canada) Sick Kids Global Global Moms Challenge AWHONN Na9onal Premmie Founda9on Partner
Participating Partners
Facebook Growth Sept 01 – Nov 30: • Number of new likes fell by 21% YOY, but
overall likes grew to 110k from 87.5k • 20.8k new likes from Sept 1 – Nov 30,
decrease of 20.4% YOY • Nov 16 – 18, 13.2k new likes v. 14.7k new
likes in 2013, decrease of 10% YOY
Facebook/WorldPrematurityDay
Updated 12/01/2014
Share Stories Tab • Redesigned in 2014 to include the ability to
filter by year and features random stories on page load
• Tabs are falling out of favor as more users use mobile exclusively on Facebook
• More than 4,700 stories collected since 2012
• Tab received 6,100 page views from 4,649 unique visitors
• 1061 stories submitted in November, decrease of 20.8% YOY
• 326 stories were created on Nov 17, increase of 29.4% YOY
0
10,000
20,000
30,000
2011 2012 2013 2014
Growth YOY By Month
September
October
November
0
20,000
40,000
2011 2012 2013 2014
Total Growth YOY
Total Campaign Growth
Post Impressions* The number of impressions of your Page post (Total Count) Sept 01 – Nov 30: • 8.3MM post impressions, decrease of 39.2%
YOY • 6.86MM post impressions in Nov, decrease of
39.5% YOY • 4.12MM post impressions on Nov 16 - 18,
increase of 47.4% YOY
Post Reach* The total number of people your Page post was served to (Unique Users) Sept 01 – Nov 30: • 4.25M reached, decrease of 43.8% YOY • 3.5M reached in Nov, decrease of 45% YOY • 1.37M reached on Nov 16 - 18, decrease of
77.8% YOY
Post Engagement* The number of people who clicked anywhere in your posts. (Unique Users) Sept 01 – Nov 30: • 473k engagements, decrease of 27.3% YOY • 390k engagements in Nov, decrease of
32.6% YOY • 164k engagements on Nov 16 - 18, decrease
of 40.3% YOY
Facebook/WorldPrematurityDay
Updated 12/01/2014
* Changes to Facebook’s newsfeed distribu9on made it more difficult to appear organically in newsfeeds than in 2013.
0 2,000,000 4,000,000 6,000,000 8,000,000
10,000,000 12,000,000
2011 2012 2013 2014
Impressions YOY By Month
September
October
November
0
2,000,000
4,000,000
6,000,000
8,000,000
2011 2012 2013 2014
Reach YOY By Month
September
October
November
0
200,000
400,000
600,000
800,000
2011 2012 2013 2014
Engagement YOY By Month
September
October
November
Facebook/WorldPrematurityDay Top Performing International Facebook Posts for November Top: Anne Geddes Keystone Image • 1.03MM impressions, increase of 6.5% over
2013 top performer • 504k reached, decrease of 10.6% over 2013
top performer • 36.1k engaged, decrease of 10.7% over 2013
top performer
• 1.36MM impressions • 720k reached • 49k engaged • 6.3k shares • 157 comments • 6.6k likes
Updated 12/01/2014
Celebrities in Social Media • Messaging was provided to celebrities who helped us spread
the word on Twitter and Facebook • 13 celebrities supported the campaign • Total audience of fans/followers: 79 million • Impressions from posts/tweets: 145 million
Country-‐Based Ac2vi2es
Ac9vi9es in >70 countries across the world Documented from: • 32 in Developed • 9 in LAC • 16 in Asia • 11 in Africa • 1 in Oceania
More events taking place in Africa and Asia In 2012, there were 8 countries in Africa with events; 11 countries in Asia
World Prematurity Network country ac2vi2es
Universal Activities • WPN Members: EFCNI, LittlebigSouls, National Premmie Foundation,
March of Dimes, Home for Premature Babies, Bliss, Borngreat Foundation, Con Amor Venceras and Canadian Premature Babies Foundation
• Distributed 7,500 Anne Geddes WPD awareness bookmarks with the WPD Facebook URL
• All placed Geddes print ad in e-newsletters, website and used as posters at various hospital and community events
• All participated in the WPD 24-hr Twitter relay, including 28 global partners of ENAP-BTS
• All participated in the Stories of Hope recording (providing parent leaders presenters and or promoting the recording and visual presentation to their constituents)
• All participated in securing purple lightings for more than 150 city/country landmarks around the globe
Other country ac2vi2es
• Events led by Ministry of Health and other stakeholders which included speeches by officials from government and partners, presentations on national burden of preterm birth, affected parents who had premature babies sharing experience; hospital tours, commitment statements, candle lighting, performances
• Media workshops and briefings to engage journalists on the issue • Infographics developed and disseminated to raise awareness and for education • Conferences on various related topics including the International KMC Conference
in Kigali, Rwanda • Engagement of Parliamentarians through events and hospital tours. • Other WPD events held in Dubai, Iran, Iraq, Argentina, Brazil, Peru and more
– Dubai
Malaysia Rwanda Uganda
+13 na2onal governments engage in World Prematurity Day
Bhutan
El Salvador
Ethiopia Kenya
Malawi Uganda
Tanzania First na9onal events
Legisla9on passed for "Na9onal Week of Preven9on and
Prematurity”
MOH host events since 2012 and now events take place in highest burden districts
Government officials engaged in the following country events: Bhutan, El Salvador, Ethiopia, Kenya, Malawi, Nigeria, Rwanda, Tanzania, Uganda, Vietnam, Thailand, Peru, Malaysia, and more!
Africa and Asia WPD 2014 Africa
World Prematurity Network • WPD tours with government officials to hospitals • Jaundice program awareness event in Nigeria, preconception and hygiene kits distributed • Donation launch of equipment in South African NICU • Jaundice phototherapy unit donations • WPD walks held in Ghana, Guinea, South Africa Zimbabwe • Conducting annual Angel Ball to raise awareness and funds in Africa Other events: • Ministry of Health-led and supported events in Ethiopia, Malawi, Tanzania, Uganda • Media workshop, outreach and engagement • Engagement of Parliamentarians in Uganda and Tanzania • KMC Conference in Rwanda
Asia World Prematurity Network • India : book release “Voice of the voiceless " about parents’ journey of preterm baby; story
competition for nurses; painting exhibition was conducted in 5 cities based on the theme: Parent journey of preterm baby
• Thailand: launch event with HRH Princess Srirasmito unveiled "Thailand Action Report on Prematurity" and light the Siam Paragon Shopping Center with the violet lamps; published the Thai Maternal and Child Health Network report
• Singapore: Lighting of the Singapore Flyer for World Prematurity Day Other activities • Bangladesh: engagement of media; rally at multiple medical colleges; conference: poster
Mounting and Wall Painting done at different schools to raise awareness on Prematurity • Bhutan: First time officially observed with event supported by Ministry of Health • Nepal: infographics on prematurity posted in hospitals, press meeting, op-ed • Malaysia: event held with Ministry of Health • The Lancet Every Newborn series launched in Pakistan and China
Australia & New Zealand WPD 2014
Australia & New Zealand • Australia
• 7 parent organizations across Australia organized WPD events • Across Australia at 7 pm on WPD lit candles to honor babies born too soon • Held their Parliament day on November 17 and distributed purple/green awareness
pins to members of Parliament • Mums Tea & Prems in the Park Picnic • Distributed WPD kits with bookmarks to hospitals throughout Australia • 6 Landmark Purple Lightings, including Adelaide Convention Centre, AAMI
Stadium, Council House-Perth and more • New Zealand
• Michael Fowler Centre Lighting (pictured in this slide) • The Control Tower at Christchurch International Airport, Auckland’s Holy Trinity
Cathedral and The Mountain Fountain on its grounds, New Plymouth’s Clock Tower and The Oamaru Opera House are other examples of landmarks that will be illuminated purple as part of the eye-catching global campaign
• WPD awareness kits distributed to hospitals
Europe & United Kingdom WPD 2014
• Europe
• 26 parent organizations across Europe organized WPD events & landmark lightings • EFCNI’s parent group activities • Purple landmark lightings across Europe, Bosphorus Strait Bridge in Istanbul, Turkey
(pictured below) • Art Exhibition Munich • Socks for Life Campaign continuing • Famous politician hosting the art exhibition opening, the health care minister hosting • Social Media activities among our parents groups, as well as their local activities • Other events in Belgium, Bulgaria, Croatia, Czech Republic, Finland, France, England,
Germany, Greece, Hungary, Italy, Ireland, Lithuania, Macedonia, Norway, Poland, Portugal, Romania, Scotland, Slovakia, Spain, Sweden, Turkey, and Wales
• United Kingdom • Mosaic tile photo social media campaign of “then and now” baby photos • London Little Lights Walk near the Tower of London Bridge • WPD kits delivered to hospitals in Ireland, England, Scotland and Wales • Several lightings, including Spinnaker Tower in Hampshire lit purple
(pictured at right)
North America WPD 2014
Canada
• Every province in Canada participated • Candlelight Vigil was held at various hospitals • 8 Landmarks Lightings, including the iconic Niagara Falls Canada (pictured above) • CPBF has released Premature Birth in Canada, a report that identifies gaps within the
healthcare journey of premature children and provides recommendations on how to improve the lives of these babies and their families
Mexico • Prematurity Symposium and press conference with 300 health professionals and
parents, featuring keynote, Dr. Chris Howson, March of Dimes • Health education WPD kits distributed to 10 hospitals throughout Mexico • WPD featured on Mexico’s Lottery Ticket • 3 Landmark Lightings, including Mexico’s Federal Congress and Ministry of Health Building (pictured at right)
• WPD Facebook campaign on MOD Facebook and WPD Facebook w/Geddes image • Anne Geddes print and television PSAs distributed to hundreds of media outlets • Hugs Heal – T-shirt campaign sold 500 t-shirts consumers & companies to wear on
WPD • 7th Annual Premature Birth Report cards released on Nov 6 • 2 research centers PA and St Louis Washington Universities launched • Celebrity Engagement (Anne Geddes, Hilary Duff, Celine Dion, Thalia and more) • Several state & local landmark lightings across chapters, including the iconic
Empire State Empire State Building in New York City and the Willis Tower in Chicago, IL • WPD health education hospital kits delivered by chapter volunteers in various states
United States
Thanks to Our Partners!
*This is not a complete list of all the partners involved in 2014 World Prematurity Day ac9vi9es
