Government of Ireland
Our client wanted to create a recognisable and approachable movement that will help Young Adults (18-24) to remain positive in light of a global pandemic, and to celebrate them for all the sacrifices they made to stop the spread of the virus.
However, as the COVID-19 situation evolved in Ireland, so did communications. Since November, we have rolled out two phases of the #Antiviral campaign.
Throughout the COVID-19 pandemic, the #antiviral movement has been encouraging young adults to share their experiences, join the conversation and live their lives within public health guidelines.
Some of Ireland’s top creators promoted the #Antiviral movement by crowdsourcing questions for Dr. Ronan Glynn. The creators interviewed Dr. Glynn which was filmed and published online.
•#Antiviral Movement promoted on TikTok through Paid Ads + Influencer partnerships.
•Question crowdsourced from relevant cohort
•Questions are put to Dr. Ronan Glynn in an interview hosted by TikTok influencers.
•Interview is filmed for YouTube
•Video of interview is promoted across all social channels through paid ads
44.1 million impressions
1 million + engagements