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text4baby Going Mobile with Pregnancy Education
Source: SO16 Silver Anvil Award of Excellence
Product Code: 6BE-1108B01
Organization/Author/Firm: Johnson & Johnson, Hill & Knowlton
Industry: Health - Medical - Pharmaceutical / Consumer Services
Specialization(s): Public Service / Marketing
Summary
2011 SILVER ANVIL AWARD OF EXCELLENCE WINNER — MARKETING CONSUMER SERVICES — HEALTH CARE SERVICES
text4baby: Going Mobile with Pregnancy Education
Johnson & Johnson teamed up with the Healthy Mothers, Healthy Babies Coalition and CTIA-The Wireless Foundation to create text4baby, the first free service to use weekly text messages to alert women to ways to protect their babies’ health. The service was designed to address the nation’s alarmingly high infant mortality and premature birth rates. J&J recruited Hill & Knowlton as a partner to promote this valuable resource. The public relations program helped build a network of 134,000 subscribers (and counting) and recruit 500+ partners to spread the word.
