Down Syndrome Queensland Prenatal Screening Initiative

  • 11800 +

    New Site Sessions

  • 1200 +

    Resource Downloads

  • 270

    Practice Resource Downloads

Overview

Down Syndrome Queensland identified a significant issue surrounding prenatal screening: prospective parents with a high chance of having a child with Down syndrome often lack appropriate support and resources. To address this challenge, Down Syndrome Queensland collaborated with the Queensland Department of Health to develop the Prenatal Screening website, aimed at improving support for affected families and health care professionals.

 

Objectives

The primary objectives were twofold:

  1. To provide comprehensive information and resources to better support prospective parents throughout the prenatal screening process; and
  2. To enable healthcare professionals to offer enhanced support and guidance to parents facing these circumstances.

Agora's Role

Our team helped to shape and execute this initiative through:

  • Audience Understanding: Collaborating closely with Down Syndrome Queensland and Queensland Health to gain a deep understanding of the target audience’s needs and preferences, particularly concerning sensitive communication strategies.
  • Full Project Support: Undertaking a comprehensive approach including website development, video content creation, and written resources, alongside promotional marketing campaigns in partnership with Ride Free Media and 3Equals.
  • Marketing Strategy: Crafting a tailored marketing strategy designed to resonate with both prospective parents and healthcare professionals, ensuring effective visibility and engagement for the new support portal.

The Results

The collaborative efforts resulted in significant outcomes from the marketing campaigns. During the initial two months after the launch of the Prenatal Screening website, the promotional efforts led to impressive engagement and resource utilisation:

  1. Over 11,800 New Site Sessions: The campaign successfully attracted more than 11,800 new sessions to the website, indicating a significant level of interest and engagement from the target audience.
  2. Over 1,200 Resource Downloads: The website facilitated the download of over 1,200 files and resources by individuals seeking support and information related to prenatal screening, demonstrating the effectiveness of delivering valuable content.
  3. 270 Prenatal Screening Practice Resource Downloads: Specifically, there were 270 downloads of prenatal screening practice resources, highlighting the relevance and usefulness of the provided materials to healthcare professionals.

  • 11800 +

    New Site Sessions

  • 1200 +

    Resource Downloads

  • 270

    Practice Resource Downloads

Key Success Factors

  • Empathy and Sensitivity: Demonstrating empathy and sensitivity was crucial, acknowledging the unique challenges faced by parents and ensuring a respectful and constructive approach.
  • Cultural Alignment: The seamless alignment of cultures between Down Syndrome Queensland, Agora, and Ride Free Media fostered a collaborative and productive partnership.

Continued Impact

Although the initial project phase concluded, the initiative’s enduring impact remains profound. The established resources and support framework will continue to benefit prospective parents and healthcare professionals, demonstrating the sustainability and efficacy of the collaboration.

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