Australian Birth Stories

The Brief: Build the credibility of Australian Birth Stories founder Sophie Walker and the profile of her podcast to improve the Australian birth experience. This campaign later included the launch of Sophie’s book The Complete Australian Guide to Pregnancy and Birth. 

The Challenge: The initial challenge of this campaign was getting conversations about birth and pregnancy into the mainstream media conversation. For so long this universal experience has been made taboo and it was made our priority to humanise the challenges and trauma experienced by women through deep storytelling and expert commentary that would bring awareness. 

*Sophie signed for a 6-month campaign and extended our services to cater for the launch of her book*

The results: 

  • Growing the podcast from XYZ to XYZ 

  • 246 Media Mentions

  • 96.04M Audience reach featured in the likes of Sunrise, ABC The Drum, Mamamia, Sydney Morning Herald, The Guardian, Women’s Health, 9Honey, Refinery29, Body+Soul, ABC State Wide Drive, The Daily Telegraph, Primer, SmartCompany, The Briefing.

  • Est Ad Spend - 888.33K

  • Secured $100k + in partnership spend

  • Double podcast listenership in 6-months from XYZ to XYZ

  • After 7 years of hosting the podcast, Sophie was selected as one of 52 newsmakers in the Good Weekend, as chosen by The Sydney Morning Herald and The Age staff.