Communication consultant
ABOUT THE PROJECT
Hidden Pockets Collective is a not-for-profit organization based in India which works towards conducting research on sexual and reproductive health in cities of the Global South. It has been working on curating services related to sexual and reproductive health in 7 cities of India. It primarily focuses on health services used by young people, people from LGBTIQ groups, and any other groups who would be looking for some correct information.
As a Communication Consultant for two months (November to December 2021), my role was to build outreach strategies and promotional material for their ongoing projects, specifically focusing on their podcast series - Stained Pockets.
STAINED POCKETS
This podcast series is around Menstruation and all other aspects related to menstruation. Through varied experiences of people, the series aims to cover important and often misunderstood topics like PMS and workspace, experiences of different menstrual products, and various other reproductive health concerns.
You can find the podcast episodes on Soundcloud.
CREATING THE PROMOTIONAL STRATEGY
With the objective of promoting this podcast series and creating a listener base, the approach for the social media outreach was as follows -
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create a fixed schedule to publish the podcast episodes to ensure there is a retaining value to the series
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use audio teasers as part of the promotional strategy to give listeners a feel of the series
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create posts around data, facts, myths around the various topics covered as part of the episodes to create interest and to increase engagement
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create a simple design format/structure/language for the podcast promotions to ensure there is differentiation from other posts about other projects
As part of the strategy, a schedule was created for the release of every episode, keeping in mind a standard day and time for the release. The aim was to ensure a brand association with the day. For this series, Tuesdays and Thursdays were designated for podcast releases, with other posts designed around these days. These posts include -
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Audio Teasers
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Episode Release Posts
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Information-based Posts
The main social media platforms used for outreach were Instagram and Facebook.
AUDIO TEASERS
One-minute audio teasers and interactive videos were created to give listeners an opportunity to know what to expect from each episode.
POSTS FOR EPISODE RELEASES
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Using existing artwork created by the organization, a post was designed for every episode release. This is one of the six posts that was created for each episode release.
INFORMATION-BASED POSTS
Posts were created to include additional information about different subjects that were being covered in the podcast, depending on the episode being released. The design is in line with all the episode posts.
1. Post about some misconceptions about the female reproductive organs.
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2. Fact-based post about various menstrual products beside sanitary napkins.
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Other social media work
I was also assisting in creating and designing social media posts for the outreach of the organization's other projects.
1. Posters for promotion of a song
The organization released a crowdsourced song called "Pinky Karein Sawal" which is focused on creating dialogue on women's health.
The posters given below were created before the release of the song.
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2. Posters for 16 days of activism
As part of the worldwide campaign, "16 days of activism" which focuses on creating awareness on violence against women, promotional posters and story posts were designed.
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