{"id":19631,"date":"2021-03-17T11:05:02","date_gmt":"2021-03-17T11:05:02","guid":{"rendered":"http:\/\/www.uwb.edu\/?p=19631"},"modified":"2023-06-08T18:24:04","modified_gmt":"2023-06-08T18:24:04","slug":"social-marketing-masks","status":"publish","type":"post","link":"https:\/\/www.uwb.edu\/news\/2021\/03\/17\/social-marketing-masks","title":{"rendered":"Students save lives through social marketing"},"content":{"rendered":"\n

Students from Dr. Robin Fleming and Dr. Jody Early\u2019s courses at the ÌÇÐÄvlogÊÓƵ worked to stop the spread of COVID-19 by creating safety messages tailored to young adults. It is an audience that the Centers for Disease Control and Prevention and others have trouble reaching.<\/p>\n\n\n\n

Emily Oomen \u2014 an alumna and current COVID-19 coordinator for the Snohomish Health District wanted to set up a social media challenge to complement the Mask Up Washington campaign \u2014 and a partnership between SHD and UW Bothell was formed. <\/p>\n\n\n\n

\"People
Emily Oomen, right, and Heather Thomas of the Snohomish Health District illustrate social distancing. Courtesy photo.<\/figcaption><\/figure>\n\n\n\n

Oomen and Heather Thomas, SHD\u2019s public and government affairs manager, worked with the students to develop the social media messages.<\/p>\n\n\n\n

\u201cI was confident the students would provide valuable insight and come up with effective campaign ideas for reaching young adults, who are the group most likely to spread the virus,\u201d Oomen said. <\/p>\n\n\n\n

The 10% <\/h2>\n\n\n\n

Coached by Nancy Lee, a teaching associate at the UW in Seattle and a professional communication strategist, the students learned about social marketing and how to design effective messages that influence positive behavior change. <\/p>\n\n\n\n

\u201cIf there has ever been a \u2018wicked problem\u2019 that social marketing was \u2018born for,\u2019 COVID-19 is it,\u201d Lee said. \u201cWhy? Because social marketing is a proven discipline for influencing behavior change for social good.\u201d <\/p>\n\n\n\n

Reducing the spread of COVID-19 requires clear, specific behaviors: wear a mask, social distance, avoid crowds and sanitize hands. <\/p>\n\n\n\n

\u201cCOVID-19 has shown us the need to train emerging public-health professionals in effective communication skills,\u201d said Early, an associate professor in the School of Nursing & Health Studies said. \u201cHealth mandates and policies play an important role in prevention and pandemic response, but understanding human behavior and factors that influence it are critical, too.\u201d <\/p>\n\n\n\n

The primary objective of the students\u2019 social media challenge was to reach young adults who aren\u2019t following the guidelines and mandates put in place for COVID-19 safety. \u201cWe tune out 90% of information spewed at us,\u201d said Fleming, an assistant teaching professor in the SNHS said. \u201cI wanted my students to figure out how they could create something in the 10% that really grabs attention.\u201d <\/p>\n\n\n\n

#DontBeSus <\/h2>\n\n\n\n
\"#Don'tBeSus
The #Don’tBeSus infographic by Annie Ngo and Sahra Salah was inspired by the popular game Among Us.<\/figcaption><\/figure>\n\n\n\n

Fourth-year student Annie Ngo and third-year student Sahra Salah earned themselves a place in the coveted 10% with their infographic poster that read, \u201c#Don\u2019tBeSus,\u201d which was inspired by the increasingly popular game, Among Us.<\/p>\n\n\n\n

Among Us is a multiplayer game that designates players as either crewmates or imposters. The imposters look like the crewmates but their role is to kill as many characters as possible without being detected. <\/p>\n\n\n\n

Salah came up with the concept. \u201cIt\u2019s the \u2018it game\u2019 in quarantine \u2014 we had to do it,\u201d she said. <\/p>\n\n\n\n

\u201cIt translated so well,\u201d Ngo added. \u201cThe game is about stopping a dangerous and deadly imposter. We don\u2019t know who has COVID-19 and who doesn\u2019t. Many people are asymptomatic. \u2018Don\u2019t be the imposter that spreads the virus.\u2019\u201d <\/p>\n\n\n\n

Salah and Ngo\u2019s poster had 71 likes and 16 shares on Facebook, which was highly unusual for a public health announcement, Fleming said. One of the comments on the post read, \u201cAbsolutely brilliant! It\u2019s so awesome, I\u2019m sharing this.\u201d <\/p>\n\n\n\n

Connected and apart <\/h2>\n\n\n\n
\"Sesait
Sesait Tekle<\/figcaption><\/figure>\n\n\n\n

Another success story from the campaign came from fourth-year student Sesait Tekle, who created a video with multicultural perspectives on the importance of wearing masks. While that message is commonly expressed, Tekle managed to move beyond what has already been done and translated the phrase into more than a dozen languages.<\/p>\n\n\n\n

\u201cI really wanted to focus on the unity aspect of community. The pandemic has shown us that it\u2019s possible to stay connected even when apart,\u201d Tekle said. \u201cWe have so many different cultures and languages within Washington state, I wanted to reach as many people as possible and remind viewers we are all in this together.\u201d <\/p>\n\n\n\n

Tekle believes the campaign was successful and said her family and friends across the country were sharing the video she made on their social media accounts. <\/p>\n\n\n\n

\u201cEven though the project was for the Snohomish Health District, it moved far beyond that,\u201d she said. <\/p>\n\n\n\n

Future focused <\/h2>\n\n\n\n

\u201cThe information I learned from Nancy while creating the campaign was so useful,\u201d Tekle said, \u201cI know I will apply those tools in my future career.\u201d <\/p>\n\n\n\n

For her part, Fleming said she was so proud of the students for being able to rise to the challenge, do the hard work and create this incredible campaign. <\/p>\n\n\n\n

\u201cI think this work saved lives.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"

Students from Dr. Robin Fleming and Dr. Jody Early’s courses partnered with the Snohomish Health District to create social media messages about COVID-19 that encourage young adults to wear masks. <\/p>\n","protected":false},"author":6,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[202,218,249,252],"tags":[],"school":[420],"class_list":["post-19631","post","type-post","status-publish","format-standard","hentry","category-campus-news","category-community-engagement","category-coronavirus","category-population-health","school-school-of-nhs"],"acf":[],"yoast_head":"\nStudents save lives through social marketing - News<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.uwb.edu\/news\/2021\/03\/17\/social-marketing-masks\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Students save lives through social marketing - 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