Partners In Health works to build healthier communities in some of the world's poorest places, from Haiti to Rwanda to Sierra Leone. In our over 30 years of work abroad, we've seen firsthand the broad-ranging impacts of healthy and empowered women on their families and communities. In all the places we work, strong women lift up their communities – as doctors, nurses, executive leaders, community health workers, mothers, and more. In recognition of International Women's Day, PIH sought to draw attention to this fact and celebrate these women, while raising awareness and funds to support this important work around the world.
The campaign sought to build on momentum around domestic women's empowerment movements in the news to draw attention to the challenges faced by impoverished women around the world – and how lifting those women up lifts up entire communities. By timing the campaign with International Women's Day on March 8, utilizing celebrity engagement on social media, and sharing informative, impactful content, we harnessed this collective attention on the subject matter to continue to build PIH's community for women's health and empowerment worldwide.
Our International Women's Day quiz centered around a quiz with three simple questions about women's education, employment, and access to contraceptive health care. Thanks to the generosity of a donor, we were able to offer a match – for every person who took the quiz, 50 cents, and later $1 on International Women's Day itself, went directly to support PIH's health care initiatives around the world. Every person who took the quiz was added to PIH's email list, and was given the option to donate or share after completing the quiz. The primary goal of this campaign was acquisition and awareness, with a secondary fundraising goal.
Social media and email were the primary channels we used to get this message out. The quiz was distributed to our email list, featured on our homepage, and promoted on our Facebook and Twitter pages.
From this quiz, PIH acquired nearly 10,000 new email addresses, about 7,000 of which came from social media shares. We reached out to celebrities with connections to PIH to spread the quiz on their own platforms, which accounted for the vast majority of new emails acquired through social media. By combining informative content, a timely message, and a receptive audience, we were able to make this campaign a highly successful awareness and acquisition effort. Additionally the campaign inspired about 750 people to donate, 23% of which were new donors to PIH's digital programs. On social media, the quiz delivered more than 200,000 impressions and was shared more than 500 times from PIH's Facebook page alone.