When Sprocket started work with BC4U, the agency conducted a focus group of about two dozen young girls fitting the BC4U demo, and asked questions related to media consumption, trends and influencers. From this informational session, it became apparent that reaching this group through traditional media would be ineffective, which confirmed what Sprocket had predicted. Sprocket worked with the BC4U team to develop a social media plan and ongoing content that engages these groups where they are most active: Facebook, Twitter, Instagram, and Pinterest.
The Sprocket team creates content around specific content pillars: education (sharing content that educates followers about various types of birth control); advocacy and sharing support for like-minded organizations; and content related to female empowerment and other progressive causes.
On Twitter, a significant portion of time is spent engaging with followers and locating users in the BC4U demographic within a relatively close distance of the clinic. The Sprocket team engaged with those young people on Twitter, often late into the night, when they were most active online, about all kinds of topics—not just reproductive health and birth control, but also Miley Cyrus or the latest viral phenomenon.