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Creating Content for a Sensitive Topic

January 5, 2016

When Group Health approached us earlier this year, they needed help tackling a sensitive topic with their social media audience: vaccinations. At that time, social media was abuzz with often heated debates on vaccinations, and with fresh research published debunking some of the most popular anti-vaccination arguments, the tide was just beginning to turn towards a more positive sentiment on vaccinations.

“Rather than create content that simply showed a Group Health physician touting the merits of vaccinations, we wanted to make something that would catch the attention of parents”

Group Health saw the opportunity to raise the profile of the work they’d been doing through their foundation’s Childhood Immunization Initiative and boost the pro-vaccination stance by encouraging others to weigh in. Rather than create content that simply showed a Group Health physician touting the merits of vaccinations, we wanted to make something that would catch the attention of parents, mainly moms (the ones making decisions on vaccination for their children). Given the harsh climate for discussion on this topic, we wanted to stay far away from the negative humor that permeated the debate at the time and provide a positive tool to encourage pro-vax parents to show their support without denigrating anyone else. There’s a great article from Harvard Business Review that goes into the psychology of this approach. Our solution: We pitched a hilarious video style made popular by the KidSnippets series on YouTube, and got the green light from the client to make one, as long as we could do it fast (approval on Monday, published video by Friday!!!). It helps when your video director has young children at home who are ready to participate, and you have staff members with acting skills. Needless to say, we got it done and had an absolute blast making it. Here’s the video, and don’t miss the behind the scenes video at the bottom of the post:

Results:

The kid lip sync video was one of Group Health’s most successful posts on Facebook, garnering:

  • More than 22,000 views
  • Over 300 shares
  • Over 300 likes
  • A barrage of largely positive post comments

Check out the Behind The Scenes Video:

BTS GH Kid Lip Sync Video 2

Dave Radford
Written by:
Dave Radford

Video Creative Director

I lead the creative development and execution of PRR’s video and visual media projects, as well as provide strategic guidance […]