Digital Strategy for Outreach and Visibility
Client
Hidden Pockets Collective
Role
Communications Consultant
Area of Work
Sexual Reproductive
Health Rights;
Digital Media
Duration of Project
November to December 2021
About the Project
Hidden Pockets Collective is a not-for-profit organization based in India which works towards conducting research on sexual and reproductive health in cities of the Global South. It has been working on curating services related to sexual and reproductive health in 7 cities in India. It primarily focuses on health services used by young people, people from LGBTQIA+ groups, and other groups looking for correct information.
As a Communication Consultant for two months (November to December 2021), my role was to build outreach strategies and promotional material for their ongoing projects, specifically focusing on their podcast series - Stained Pockets.
Image Courtesy: Hidden Pockets Collective
Image Courtesy: Hidden Pockets Collective
Process
The organization was planning to launch its podcast series, Stained Pockets, and wanted to create a robust digital media outreach that would create engagement through listenership and dialogue creation in the form of comments and re-shares.
The strategy was approached through the lens of storytelling. The idea was to create curiosity about the series, as well as address issues raised in each episode through additional information in the form of infographic posts.
Using tools such as Social Media Calendars and Canva, teasers and posts were created. Specific days were designated for each post and they were mapped for engagement every week.
Additional support was provided for the organization's other projects and participation in online campaigns.
For more details of the process, scroll below.
PROMOTION STRATEGY FOR "STAINED POCKETS" PODCAST SERIES
This podcast series is around Menstruation and all other aspects related to menstruation. Through varied experiences of people, the series aims to cover important and often misunderstood topics like PMS and workspace, experiences of different menstrual products, and various other reproductive health concerns.
You can find the podcast episodes on Soundcloud.
DESIGNING THE STRATEGY
With the objective of promoting this podcast series and creating a listener base, the approach for the social media outreach was as follows -
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create a fixed schedule to publish the podcast episodes to ensure there is a retaining value to the series
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use audio teasers as part of the promotional strategy to give listeners a feel of the series
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create posts around data, facts, and myths around the various topics covered as part of the episodes to create interest and increase engagement
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create a simple design format/structure/language for the podcast promotions to ensure there is differentiation from other posts about other projects
As part of the strategy, a schedule was created for the release of every episode, keeping in mind a standard day and time for the release. The aim was to ensure a brand association with the day. For this series, Tuesdays and Thursdays were designated for podcast releases, with other posts designed around these days. These posts include -
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Audio Teasers
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Episode Release Posts
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Information-based Posts
The main social media platforms used for outreach were Instagram and Facebook.
AUDIO TEASERS
One-minute audio teasers and interactive videos were created to give listeners an opportunity to know what to expect from each episode.
Similarly, promotional posts for every episode followed the same design language.
INFORMATION-BASED POSTS
Posts were created to include additional information about different subjects that were being covered in the podcast, depending on the episode being released. The design is in line with all the episode posts.
1. Post about some misconceptions about the female reproductive organs
2. Fact-based post about various menstrual products besides sanitary napkins
OTHER OUTREACH SUPPORT
POSTERS FOR THE PROMOTION OF A SONG
The organization released a crowdsourced song called "Pinky Karein Sawal" which is focused on creating dialogue on women's health.
The posters given below were created before the release of the song.
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POSTERS FOR 16 DAYS OF ACTIVISM
As part of the worldwide campaign, "16 days of activism" which focuses on creating awareness on violence against women, promotional posters and story posts were designed.
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