Pregnancy, Birth & Baby Helpline

Reaching out to new parents and parents-to-be

When the Commonwealth Department of Health and Ageing was preparing to launch the national Pregnancy, Birth & Baby Helpline, it turned to Morris Walker to design and implement a detailed communication strategy which would ensure all Australian parents and parents-to-be heard about this important new service.

Working closely with the department and the helpline’s provider – the National Health Call Centre Network – we developed and rolled out an integrated communication approach which combined mainstream, specialist and online media, direct outreach to hundreds of local pregnancy and perinatal groups across Australia, and an ongoing engagement program to secure endorsement and promotion through key national bodies such as the Australian Breastfeeding Association, SIDS and Kids, and beyondblue.

Our strategy not only targeted mainstream Australian mums and dads, but also sought to engage Indigenous Australians and those from culturally and linguistically diverse backgrounds by incorporating tailored messaging and specialised initiatives for these hard-to-reach audiences.

The result? More than 22,000 Australians called the Pregnancy, Birth & Baby Helpline in its first 12 months alone, with these strong call volumes being driven by word-of-mouth referrals from local groups and service providers as well as positive coverage in more than 50 prominent media outlets across Australia.

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