How WHO leveraged influencers to drive awareness on hygiene during the COVID 19 pandemic
Given the grave situation the world is in, it has become critical for health organizations across the world to spread awareness about concepts like social distancing and the 40-second hand wash to control the spread of the coronavirus.
While mass media channels like TV, radio, and print have extensively been used by organizations to spread awareness, digital influencers are a key part of the World Health Organization’s (WHO) strategy on spreading awareness.
WHO launched an online campaign called the #safehands challenge and invited key influencers to record themselves washing their hands.
The influencers followed the steps as shown in the below image.
Tedros Adhanom Ghebreyesus, Director-General, World Health Organisation has played a key part in the campaign. The video featuring him was one of the first that started the domino effect. Key designation persons of the UN, UNICEF, global health organizations, celebrities, and politicians have played the role of influencers for the campaign, a few of whom were nominated by DG Ghebreyesus.
Some of the top celebrities in India like Deepika Padukone, Sachin Tendulkar, and Anushka Sharma participated in this challenge.
In fact, Twitter even created a new handwashing emoji to support the campaign!
The #safehands hashtag has close to 50,000 posts on Instagram and has touched 1.1 billion views on Tiktok.
The campaign has been live for about a week now and is doing a spectacular job in spreading awareness, as we as a community come together to fight the coronavirus.
Interestingly, brands like Dettol & Lifebuoy have also joined the bandwagon to promote the #safehandschallenge.