SOCIAL STRATEGY
At 303 MullenLowe, I developed an always-on organic social media strategy and content plan that talked to 3 key segments: Health, Parents & Young People, Pregnancy.
The objective:
To help to reduce the level of alcohol-related
harm in WA by increasing community awareness, influencing attitudes, and encouraging behaviour change.
We arrived at Science with Empathy, a strategy aimed at educating our audience on the complexities of alcohol consumption while fostering understanding and compassion for those affected by it – Coming to life through three content pillars:
1. Accessible Education: Increasing the awareness and understanding of the evidence and statistics of alcohol-related harm
2. The Human Side: Enhance the personal relevance of the message to influence attitudes and intent
3. Practical Partner: Ensure our audience has the knowledge, tips & support to create sustainable behaviour change
1. Leverage the power of emotion by injecting humanity into the stats, facts, and consequences.
2. Gain trust (and circumvent skepticism) by breaking down the science in ways our audience will enjoy and be able to repeat at a BBQ.
3. Use the current context (‘living with the virus’) and common cultural shifts (‘self-care’; ‘self-reflection’) to maximise relevance.
4. Show that we understand how hard change can be. Simple steps, habit-building hacks, and praise for progress.
5. Friends and family might want to play a role but don’t know how. Offer ways to broach the taboo, awkward, and emotionally charged.
6. Create content that aligns with the conventions of different social platforms, and invest to ensure our organic content has a chance to grow.