International Planned Parenthood Federation


Author information: , Post information: 21 Jul 2015 , 3 min read ,
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What we set out to achieve

In 2000, the UN launched a fifteen year plan called the Millennium Development Goals. In September 2014, the UN’s General Assembly gathered to discuss plans for the next 15 years.

In the run-up to this meeting, International Planned Parenthood Federation (IPPF) launched the #IDECIDE campaign, the objective of which was to gather support for putting sexual and reproductive rights at the heart of the UN’s economic, environmental and social development agenda.

  • 220m women in the developing world want contraception, but can’t get it.
  • 1 in 3 women has experienced violence.
  • Every year 47,000 women die of unsafe abortions.
  • An estimated 67 million girls are married before their 18th birthday.

This campaign was a multi-layered approach that also included a Facebook campaign, YouTube videos, several promoted tweets and a billboard in New York’s Times Square, all of which led to encourage signatures on the petition. One of the stars in this campaign was the lead generation tweet, which meant that people could sign the petition from within Twitter itself.

Torchbox suggested that we test Twitter Cards to promote the 'I decide' campaign. We were prepared for modest results and were absolutely delighted to see that we achieved such fantastic conversion rates.

Ben Davies, Senior Communications Adviser, IPPF

The Tweet

There are many things to consider in order to get the best possible results from a promoted campaign on Twitter. Optimising every aspect from the language to the targeting is important as it’s very simple for small changes to against what is best practice. This was the tweet that was sent out at the height of the IPPF activity.

It was promoted using what we felt was the best possible targeting and we monitored it throughout the day, making small alterations to the ad spend.

Every user who clicked the blue “Sign the petition” button, their Registered name, email and Twitter handle was saved. This could then be exported automatically to a number of CRM programs or exported as a CSV file.

Sexual and reproductive health and rights are essential for helping ensure that we can build a more equal and sustainable world by 2030, so it was encouraging to see how wide our message has travelled on Twitter and how well it converted people into supporting the campaign. We will definitely look to try this again.

Ben Davies, Senior Communications Adviser, IPPF

Repeat Success

On 11 October, we ran the campaign again to coincide with International Day of the Girl, a UN designated day to bring these issues to the forefront. Building on what we had learned in the previous campaign, we ran a similar campaign and changed the wording to reflect the day.

Next Steps

The people who clicked the petitions were added to a list and sent a thank you email for their involvement in the #IDECIDE Twitter campaign. The email was personalised with their Twitter handle and contained more information and further calls-to-action. This is a great list as they could be called upon to support Twitter-based campaign in the future.


  • The promoted campaigns had 1,875 retweets, created 742 new followers and generated 3,006 email leads that were added to the petition.
  • The benchmark for average engagement rate for promoted tweets is about 1%. These lead generation tweets managed an average of 1.93% with one tweet managing 2.43%!
  • Based upon the entire spend on promoting the tweets, the average cost-per-lead (CPL) of about around £0.89. One campaign even managed to get as low as £0.45!

Thanks Torchbox for helping us to promote the important message that every women and girl should have the right to decide her future to millions of people.

Ben Davies, Senior Communications Adviser, IPPF
Author information: , Post information: 21 Jul 2015 , 3 min read ,
Related post categories: Social media ,