The challenge
Make genetics, preventive health, nutrition, mental wellness and fitness accessible, while sustaining engagement over a 50-day campaign.
AfriGenetry LinkCommunity education · Integrated digital campaign
50 Days DNA Health & Wellness Challenge
Connecting complex DNA and health education with practical everyday action through a 50-day digital campaign.
- My role
- Digital Marketing Manager · Marketing strategy, execution & performance tracking
- Campaign period
- 50-day integrated campaign · 2026
- Campaign strategy
- Content calendar
- Social media
- Paid promotion
- Email marketing
- Community engagement
- Performance tracking
21participants
8countries represented
50days of education and engagement
My contribution
I helped lead the digital marketing strategy, execution and performance tracking. Weekly themes connected social content, paid promotion, email and community activities.
The outcome
The campaign recorded participation across eight countries, digital engagement across several channels, and participant-reported actions including exercise challenges, health checks and new habits.
Campaign performance and participation are reported separately. Participant actions are self-reported; they are not verified clinical outcomes.
The work behind the outcome
Audience, decisions
and delivery.
An international audience interested in genetic health, ancestry, wellness and practical everyday habits. Weekly themes made specialized topics more approachable and gave participants reasons to stay involved.
My responsibilities
- Develop the communications strategy and campaign calendar.
- Create and distribute educational content across social, email and website channels.
- Coordinate promotional content with leadership, speakers and creative contributors.
- Track channel performance and prepare campaign reporting.
Channels & working tools
- Social media
- Paid promotion
- Mailchimp newsletters
- Website & educational content
- Community communications
- Campaign calendar & reporting
Working with others
I led the marketing and communications work within a shared organizational initiative, coordinating with leadership, the program team, speakers, designers and video contributors. Program delivery and audience outcomes were collective work.
Build a weekly sequence
Organize the communications around seven themes, from kickoff through fitness, nutrition, genetic awareness, mental wellness, DNA education and closing.
Connect the channels
Use educational posts, newsletters, speaker promotion and weekly activities to reinforce the same audience message.
Report two kinds of evidence
Keep platform performance separate from participation and participant-reported actions, so the reporting explains both communication activity and audience response.
Outcome & learning
The campaign involved 21 participants across eight countries. Reported social and newsletter performance sits alongside participant-reported actions. This reinforced my focus on communication that encourages meaningful action, while keeping the limits of each measure clear.
01 / Strategy and execution
One theme. Practical actions.
A reason to keep engaging.
Weekly themes gave a complex subject a clear sequence. Social content, email, speaker promotion and community activities reinforced the same focus.
The seven weekly themes
- 01Kickoff and awareness
- 02Fitness foundations
- 03Nutrition and heritage foods
- 04Genetic disease awareness
- 05Mental health and epigenetics
- 06Lifestyle and DNA education
- 07Celebration and closing
How the campaign came together
Plan the journey
A content calendar connected the countdown, kickoff and weekly audience tasks with planned posts and formats.
Coordinate the channels
Social media, paid promotion, newsletters and speaker content supported awareness and participation.
Track response and action
Digital performance reporting sat alongside weekly participant responses, capturing what people reported doing as well as what they viewed.
02 / Digital performance
Visibility across channels.
Reported campaign figures from Facebook, Instagram, TikTok, LinkedIn and email.
- Facebook views
- 147,356
- Instagram reach
- 6,426
- TikTok video views
- 34K
- LinkedIn impressions
- 4,910
- Newsletter open rate
- 37.5%
The campaign’s newsletter reporting also recorded a 4.4% click rate.
Facebook views
Paid and organic distribution
The report records 112,955 views from ads and 34,401 organic views, totaling 147,356 Facebook views.
- Paid views
- 112,955
- Organic views
- 34,401
03 / Beyond reach and engagement
What participants
reported doing.
The campaign report records practical actions alongside digital performance.
6completed the 10,000-step challenge
4checked their genotype
3checked their blood pressure
3scheduled an annual checkup
4practiced a sleep routine
3adopted a new healthy habit
Other reported actions included three premarital genotype conversations, one scheduled cancer screening, three inquiries about HPV vaccination, and nutrition changes reported by two participants.
Participation
21 participants.
Eight countries.
The report also records 21 weekly responses across five activity themes. Responses may repeat participants and are distinct from the participant total.
- Nigeria7
- United States5
- United Kingdom3
- Kenya2
- Brazil1
- Argentina1
- Moldova1
- Iraq1
Explore the campaign evidence
The work behind the campaign
Select an item to enlarge it, zoom in, or move through the evidence.
6 evidence items
Planning & creative
Speaker promotion
Reporting & impact
