Table 2.
Rapid timeline for development and implementation of Ante La Duda, Pregunta.
| Date | Activity |
|---|---|
| 2016 | |
| May 23, 2016 | Concept brief developed |
| June 20, 2016 | Creative concepts developed (Round 1) |
| July 25, 2016 | Creative concepts developed (Round 2) |
| August 8–10, 2016 | Focus groups conducted in Puerto Rico to understand attitudes and perceived barriers to contraception access and use as well as acceptable messaging strategies about the availability of contraception through the Z-CAN Program |
| September 7, 2016 | Creative concepts refined |
| September 12, 2016 | Implementation plan developed |
| September 19–21, 2016 | Focus groups conducted in Puerto Rico to collect information on preferred formats for messaging and dissemination channels; creative concepts for testing |
| October 6, 2016 | Creative brief and branding map* developed |
| October 10, 2016 | ALDP creative materials finalized and approved |
| October 14–21, 2016 | ALDP collateral materials finalized |
| October 18, 2016 | Communications planning meeting with key stakeholders in Puerto Rico |
| October 31, 2016 | ALDP posters, postcards, brochures, and buttons printed and disseminated to Z-CAN clinics |
| November 4, 2016 | ALDP Facebook page launched |
| November 9, 2016 | Google digital advertising begun |
| November 14, 2016 | ALDP media plan developed |
| December 2, 2016 | ALDP campaign website (www.anteladudapregunta.org) launched with information on contraceptive methods and Z-CAN clinic finder |
| December 27, 2016 | ALDP storyline videos launched on YouTube |
| 2017 | |
| January 4, 2017 | Z-CAN Physician FAQ videos launched on YouTube |
| January 7, 2017 | Community engagement and outreach efforts began |
| January 15, 2017 | YouTube advertising begun |
| January 17, 2017 | Google Display Network advertising begun |
| January 19, 2017 | Maxpoint digital advertising begun |
| January 30, 2017 | Call-to-Action videos with Z-CAN physicians launched on YouTube |
| February 2017 | ALDP materials reprinted & shipped (posters, postcards, brochures, buttons) |
| February 3, 2017 | HCode digital advertising begun |
| March 13, 14, 20,2017 | Recorded spots by show host (3/13), live mentions (3/14), PSAs (3/20), and live mentions began airing on local radio show #1 |
| April 3, 4, 5, 2017 | Recorded spots by show host (4/3), live mentions (4/5), and PSAs (4/4) began airing local radio show #2 |
| April 2017 | ALDP patient kits with brochures shipped to each clinic |
| May 2017 | ALDP grocery bags printed |
| May 22, 2017 | Outreach to paid influencers initiated |
| June 5, 2017 | Z-CAN provider on-air interview with local radio station #2 |
| August 20, 2017 | Z-CAN patient and provider testimonial videos launched |
| September 23,2017 | Last day patients seen/End of ALDP campaign |
*
Branding map defines the vision, goals and strategy of the campaign.