From Viral Trends to Life-Changing Skills: Smart Uses of Media and Social Media for Good
Forget the endless scrolling and mindless entertainment. This weekly Abbove edition dives into the positive power of media and social media. We’ll explore innovative campaigns that transcend the usual noise, using creative strategies to educate, empower, and redefine how people engage with vital topics.
The campaigns we’ll showcase prioritize real knowledge and impact. Whether it’s utilizing dance steps on TikTok to teach sign language or leveraging Instagram’s features to promote breast cancer awareness, these initiatives demonstrate the power of social media as a tool for positive change. By employing content that resonates with everyday experiences, innovative formats, and strategic partnerships, they’re making valuable information accessible and sparking crucial conversations.
Get ready to be inspired! This issue will equip you with insights and strategies to harness the power of media and social media for good, fostering positive change and empowering your audience with life-changing skills.
Case 1
SignTok (Chile)
Using TikTok dance steps to teach sign language
In Chile there are over 700,000 deaf people but less than 1% of the country know sign language making it difficult for people to communicate.
Esilense created with the help of sign language interpreters and TikTok Influencers a dance that quickly got viral. During the Worlds Sign Language Day it was revealed that each step of the dance corresponded to a letter in the sign language alphabet. The Sign Tok was incorporated in several Chilean schools to teach kids the sign language in a very fun way.
This initiative promoted accessibility and inclusivity, provided educational value, used social media and influencers effectively, aligned with a global awareness day, respecting cultural aspects, and introducing an innovative teaching method. It represents a creative and impactful approach to raising awareness about sign language and fostering a more inclusive society.
Case 2
STAYING ALIVE (UK)
British Heart Foundation Vinnie Jones' hard and fast Hands only CPR saves lives once more with music and simple instructions
In 2012 the “Hands-Only CPR” campaign urged viewers to call 999 and perform CPR to the rhythm of the Bee Gees’ “Stayin’ Alive” if they witness someone experiencing cardiac arrest. The campaign highlighted the importance of CPR, with statistics showing that less than 10% of people survive an out-of-hospital cardiac arrest in the UK. Every minute without CPR and defibrillation decreases a person’s chance of survival by 10%.
In 2021, following the dramatic collapse of footballer Christian Eriksen during a Euros fixture, soccer legend Vinnie Jones has once again teamed up with the British Heart Foundation (BHF) to raise awareness about CPR. With the new video, the BHF website has seen a dramatic 2,000% increase in visits, demonstrating a surge in public interest in learning CPR This campaign capitalizes on this surge and provides a clear path for people to take action.
The Vinnie Jones BHF’s CPR campaigns – specially the first one – demonstrates the power of music and fun to raise awareness about a critical life-saving skill. The campaign’s catchy tune and easy-to-follow instructions made it memorable and encouraged people to take action and learn CPR.
Case 3
VIRTUAL NODULE (BRAZIL)
Brand hijacks Instagram’s sales tool to highlight the importante of breast cancer exams
During the pandemic, many women stopped scheduling preventive exams, and doctors feared a soaring escalation of breast cancer cases around the country. With a majority of its clients being women, Amaro, Latin America’s biggest retail tech provider, wanted to do something to help. Using Instagram’s new e-commerce tool, Amaro created tags and placed them over the breasts of our models in our marketplace — with messages about breast cancer. Users could click on the tag and schedule an appointment without leaving social media — a quick and effective call to action.
The campaign increased the pink month’s movement awareness and, most importantly, it raised the number of screening appointments with zero dollars spent on media.
Relevant for relating to a pandemic-related healthcare issue, it also makes a creative use of social media, offers a direct call to action, leverages the brand’s audience, promotes women’s health and contributes to public health.
Key Takeaways:
our cut ABBOVE
We saw
Engaging Formats: these campaigns go beyond traditional methods, embracing creativity and fun to make learning and engagement enjoyable.
Social Media Savvy: they leverage social media platforms effectively (TikTok, Instagram) to reach a broad audience.
Focus on Accessibility: the campaigns prioritize making information
accessible to a broad audience.
We learned that
Content is King (and Queen): the focus on valuable content that resonates is key (e.g., SignTok’s fun way to learn sign language, BHF’s life- saving CPR skills).
The Power of Partnerships: collaborations with relevant partners amplify reach and expertise (e.g., Esilense with influencers, AMARO with Instagram).
Leverage Current Events: capitalizing on trending topics or real-life events can boost campaign impact (e.g., BHF campaign following the Eriksen incident).
This encourages us
Embrace New Platforms: explore new social media platforms and adapt the message to different formats (e.g.,TikTok videos, Instagram stories).
Partner for Success: collaborate with patient advocacy groups, healthcare professionals, or social media influencers to reach the target audience.
Make it Easy to Act: provide clear calls to action, whether it’s scheduling
an appointment (AMARO) or learning CPR (BHF).
Triggers for innovating
How can we create interactive experiences (like SignTok) that educate patients about their conditions and empower them to manage their health beyond medication?
How might we collaborate with game developers or health-focused influencers to create engaging, educational mobile games specifically for patients with specific conditions?
What if Prescriptions Came with AR? Imagine medication packaging with embedded AR features that provide patients with interactive instructions, side-effect visualizations, or medication reminders.
Instead of big-name endorsements, how can we partner with micro-influencers who have a strong connection with specific patient communities to promote awareness and education?
How might we use social media listening tools to identify trending topics and concerns related to our target audience’s health needs and tailor our content accordingly?
Can we develop mobile games or AR experiences that promote healthy habits and medication adherence, making it engaging and even fun?
ABBOVE TEAM