Healthcare Case Studies

Mummy’s Star: Upskilling a non-profit to increase reach and build an online community

Mummy’s Star is the only charity in the UK and Ireland dedicated to women and birthing people diagnosed with cancer during pregnancy or within 12 months of giving birth, and their families.


The charity has an online platform to grow the organisation, but the connections with the broader community were largely untapped, and the team weren’t confident in using digital channels to their full ability.


We identified an opportunity to help Mummy’s Star maximise social media in order to:

  • Increase awareness of cancer during and around pregnancy
  • Build communities on social media with an active and engaged audience
  • Inspire healthcare professionals to change the way they diagnose, treat and care for people diagnosed with cancer during pregnancy.

The Mummy’s Star team are content rich but time poor, so the key was helping them to tell their story in an impactful, but sustainable way.

Part of the challenge was knowing who to reach - to understand hubs of influence, and how influencers are connected to each other. Madano developed a visual influencer network, then each of these influencers were profiled to understand their channels, audiences, and the kind of content they were most interested in. 

Bespoke recommendations were then made on how to engage online and build connections both digitally and in the real world. We explored the key channels, gave best practice advice on what works and what doesn’t, and were able to help Mummy’s Star develop an approach that allowed them to take a piece of content that normally they would have spoken about once, and turn that into a tentpole piece that they could leverage across multiple channels. 


All of this was delivered in a virtual workshop and followed up with a comprehensive toolkit for Mummy’s Star to adapt and use as needed.

Madano equipped Mummy’s Star with the tools to make their content succeed on the respective channels. They were super receptive and it has been great to see our advice being adopted!

The Mummy’s Star team kindly shared the following feedback:

“Thanks so much for bringing all that passion, knowledge and skill and sharing it with our team. We know it's going to make a huge difference to our reach amongst healthcare professionals, which is the key to earlier diagnosis and better care for our mums and birthing parents.”

If you’d like to find out more about our Healthcare, Digital and Insights expertise, get in touch.