Since its inception in 2014, The MAGIC Foundation has continued its mission to educate the public on the importance of monitoring a child’s growth to assess their overall health. This year, our efforts for Children’s Growth Awareness Week were significantly bolstered by forging partnerships with a diverse range of experts and brands. Pediatric endocrinologists, a pediatric emergency room doctor, a clothing brand that specializes in custom sizing for smaller children, and children's book authors were among the key collaborators who helped expand our reach. This targeted approach resulted in a remarkable 4078% increase in Instagram engagement compared to last year, showing the power of tailored partnerships in amplifying our message.

Despite having fewer sponsors this year, our overall campaign was more successful. Some sponsors chose to have their posts reshared through our platforms rather than providing traditional ad artwork, which limited our ability to capture detailed metrics for those particular ads. Nevertheless, the quality of engagement and the organic reach we gained far exceeded our expectations. A notable highlight was the relaunch of our website, just ahead of Growth Awareness Week, which improved the user experience and made it easier for new families to connect with us. This led to an increase in inquiries from families who discovered us through personal stories shared by our division consultants, emphasizing the value of shared experiences in raising awareness. The website’s new structure also allowed us to connect with individuals who aren’t active on social media, opening up new avenues for engagement.

Additionally, we observed that posts explaining the broader benefits of growth hormone treatment beyond height consistently gained the most traction, often going viral. Videos from sponsors also tended to outperform static posts, further highlighting the shift toward dynamic content in audience engagement. These insights will guide our content strategy moving forward as we continue to refine our approach to raising awareness about growth disorders.

In the first year of life, children should grow 7-10 inches. During the second year, an average of 5 inches. During the third-year growth averages 3 inches. From age 4 years until puberty, growth should be at least 2 inches/year.

#growthawarenessweek #ChildrensGrowth #HealthNotHeight #magicfoundation

Platform Specific Analytics

While Meta is the overall company encompassing Facebook and Instagram, it is important for MAGIC to discern the results from one versus the other, because this affects our overall reach the most. All results come from analytics specific to our pages, excluding advertisements. Of note: A 220% increase in post shares occurred this year reflecting those posts of personal success stories, debunking myths of growth hormone treatment, and simplified versions showing signs of abnormal growth posts significantly gain more traction from the overall community.

Facebook:

• MAGIC’s main Facebook page, as of the end of Growth Awareness Week, boasts 15,100 members, reflecting growth of 4.8% compared to the previous year.

• Additionally, we maintain a network of 38 distinct Facebook groups, each dedicated to different disorders and divisions covered by MAGIC. In total, these groups collectively organize 46,700 members REFLECTING A 6% increase, and they continue to progressively grow in numbers.

o Best Performing Posts on Facebook:

 Posts: Reach-12,500

Summary

In conclusion, 2024 proved to be a transformative year for Children’s Growth Awareness Week. We demonstrated that with the right partnerships, such as with medical professionals, specialized brands, and influencers, we could significantly expand our reach—even with fewer sponsors. The growth in social media engagement, the improved website user experience, and the deeper connections made with new families reflect the strength of our evolving strategy.

As we move forward, we will build on this momentum, focusing on the impactful areas of video content, real-life stories, and community-driven engagement. By continuously adapting and refining our approach, we remain committed to raising awareness about growth disorders and helping families navigate their children’s health with the support they need.