Lil-let’s Talk (Feb - July 2021)
In January 2021, The New Normal got the attention of Johannesburg marketing company Retroviral. Their client, fem-care brand, Lil-lets, was launching a maternity campaign as part of their Lil-lets Talk Platform. This is an online community where menstruating people could ask questions to an expert panel well versed in women’s health throughout the seasons of menstruation- puberty, pregnancy, postpartum, and menopause. I joined the panel as #thedigitaldoula which was a role that included coaching subscribers as well as content creation for their Instagram page, blog and Youtube channel.
Becoming a Mom (Digital Episode)
To launch the maternity campaign, I was asked to be part of a digital episode that included fellow panelist, Dr. Mpume Zenda, an OBGYN and Gynecologist and Thando Naves, a blogger and influencer. The style of the episode was a round table discussion about becoming a mother, the 4th trimester, matrescence and all the ‘not spoken about’ issues that emerge during this time. It was hosted by South African media celebrity, Dineo Ranaka and we filmed it cross continentally where I was streamed in from New Zealand to the studio in Johannesburg. We could’ve spoken for hours as we all shared our struggles of matrescence. My contribution was to explain what happens to mothers from a physiological, mental, and societal level in those early postpartum weeks and even years, to open up discussion and normalize this experience..
Ask Me Anything (4th Trimester Q&A)
Tying in with the maternity campaign was a series of Ask Me Anything videos as well as story content. The Lil-lets Instagram followers were prompted to ask any questions related to the 4th Trimester. I answered them in two IGTV videos as well a compiled the written answers for their story campaign.
Lil-lets Talk Super Responder
My main role however was to answer questions on the Lil-lets Talk Platform for the maternity campaign. The questions covered a vast array of topics including; how to deal with postpartum depression and anxiety disorders, how to increase breast milk supply, what to expect from the first postpartum period as well as how to manage colic.
Media Coverage (City Press Feb 2021)
To launch the campaign and get awareness for the platform, the client took out a supplement in one of the biggest weekly newspapers in South Africa, City Press. It was an extensive advertorial that covered every detail of the campaign. Each expert panelist (Super Responder) had to answer questions from the journalist compiling the advertorial. It was an opportunity to introduce ourselves and our areas of expertiese.
