Communication about CMV in pregnancy that multiplied reach and trust in the clinical trial
Comprehensive education about CMV in pregnancy for LeczenieCMV.pl on Facebook and Instagram — nearly 300k reach on the Facebook page and a 116,200% rise in interactions on Instagram.
Our client
LeczenieCMV.pl is the POL PRENATAL CMV non-commercial clinical trial, run by the Institute of Mother and Child under the honorary patronage of the Ministry of Health. The study compares the efficacy and safety of valacyclovir in preventing transmission and in treating intrauterine cytomegalovirus infection in pregnant women with a primary infection.
It is Poland's first non-commercial non-inferiority clinical trial, set up to find effective ways to protect the health of mother and child. Backed by the Institute's experts and a clearly stated mission, the initiative raises awareness of CMV and makes a real difference to the safety of pregnant women.
The challenge
Social Lama's brief was to encourage audiences to take part in the LeczenieCMV.pl trial through end-to-end communication on Facebook and Instagram.
- Raising awareness of the risk cytomegalovirus poses in pregnancy.
- Educating people about the efficacy of valacyclovir as opposed to immunoglobulins.
- Increasing audience trust and building a credible image for the project.
- Building an engaged community and a direct dialogue with audiences.
Results
Facebook (page)
Facebook (group)
Our approach
Education on the risk of CMV in pregnancy
The point of the educational series was to raise awareness of the risks tied to cytomegalovirus (CMV) among pregnant women and women planning a pregnancy. In plain language we showed the risk of infection, the ways the virus can be passed on, and the consequences for a developing baby.
Posts, graphics, and infographics delivered concrete educational information in support of prevention and screening — and above all encouraged audiences to join the LeczenieCMV.pl trial run by the Institute of Mother and Child.
Valacyclovir versus immunoglobulins
We educated audiences on the efficacy of valacyclovir compared with immunoglobulins in treating and preventing cytomegalovirus infection in pregnancy. In plain language we explained the differences between the two approaches and presented current scientific data and clinical trial results pointing to the high efficacy and safety of valacyclovir.
The posts were meant to make expectant mothers aware of modern treatment options, clear up doubts about the therapy, and encourage them to join the LeczenieCMV.pl trial, in which the efficacy of valacyclovir is being analyzed by the experts of the Institute of Mother and Child.
Trust and a credible image
One of the campaign's main goals was to increase audience trust and build a credible image for the LeczenieCMV.pl project. We created the content together with experts from the Institute of Mother and Child, who shared their knowledge and clinical experience in diagnosing, preventing, and treating CMV, and in the posts we presented study results and scientific information in an approachable form, underlining the patronage of the Ministry of Health.
We also supported a joint live stream on the LeczenieCMV.pl and Świadoma Mama (Informed Mom) profiles, hosted by our expert, who answered viewers' questions and shared up-to-date medical knowledge. In the two weeks after the broadcast, views rose by nearly 2,000 and reach grew by 727 — and once the live ended we kept replying to comments, making sure people felt seen and appreciated.
An engaged community and direct dialogue
The goal here was to build an engaged community and a direct dialogue with the brand's audience. We created a dedicated Facebook group that became a space for sharing experiences and asking questions — we actively answered members' concerns and passed on study results and the latest news from the LeczenieCMV.pl project.
On top of that, members could get in touch with one another, share their experiences, and offer mutual support, which strengthened engagement and the sense of community around the initiative.
