News http://www.rechang.site/opinion/all/rss.xml en Can iPhone-only Clubhouse succeed in Android-dominated Asia Pacific? http://www.rechang.site/news/2021/03/02/can-iphone-only-clubhouse-succeed-android-dominated-asia-pacific <p><strong>The massive presence of mobile in the Asia Pacific?region is a big opportunity for marketers to connect with customers through mobile channels. But with the region favoring Android over iOS, will </strong><strong>iPhone-only Clubhouse fail to catch on?</strong></p> <p><a href="http://www.rechang.site/opinion/2021/02/17/the-right-and-wrong-ways-marketers-can-use-clubhouse" rel="nofollow">Invitation-only Clubhouse</a>’s growth has been astronomical, with the audio app downloaded 2.3m times in January 2021.</p> <p>In Asia Pacific, it has gained momentum with 440,000 downloads in Japan in early February, while in China Clubhouse downloads from the Apple App Store were recorded at 160,000.</p> <p>The app is still unavailable on Google’s Android, which?<a href="https://www.statista.com/statistics/1045293/share-of-mobile-operating-systems-in-asia-by-month/" rel="nofollow">dominates the mobile operating system market in APAC</a>. In January 2021, its market share reached almost 83% while?Apple’s iOS accounted for just 16.35%.</p> <p>Despite being unavailable to Android users, Fairil Yeo, the senior vice-president for APAC at Lewis Global Communications, believes Clubhouse’s success in APAC will not be driven by device or operating system – at least not yet.</p> <p>Its present trajectory, he suggests, is down to its ability to hit all the right marks – what he calls “the trifecta of meeting the right consumer habit, exclusivity and pull factor from renowned creators”.</p> <p>“Users of Clubhouse get to drop into conversations that are exclusive, some of these hosted by titans in the celebrity or business world. Intrinsically, Clubhouse users get to experience a far closer connection with each other amid what typically would be a crowded social space.”</p> <p>Benjamin Roberts, the managing partner for APAC at DMCG Global, predicts that it will not be long before Clubhouse rolls out the app on Android. He points out that development has already started and notes how over 80% of phone users in APAC are on Android. Without this feature, he says, Clubhouse stands no chance of getting the traction needed.</p> <p>“Another issue that will prove tough for Clubhouse is censorship – China has already blocked the app and the Thai government has warned users not to break the law during discussions on it,” he says.</p> <p>The app’s feature of having limited invites (two or three at a time) is “annoying” when you send one to someone who cannot use it as they are on Android, says Darren Woolley, founder and global chief executive officer at Trinity P3.</p> <p>“The launch phase is very US-centric. The whole joining by invitation strategy is simply to create exclusivity, but already there are considerable complaints about the lack of options outside iOS.”</p> <p>However, being available to Android users is not the only requirement for it to succeed in APAC says Suzie Shaw, managing director of We Are Social in Australia.</p> <p>She explains that there is an element of social proofing, and in this case, its importance in driving uptake is further amplified by the app’s invite-only nature.</p> <p>“Ultimately, local relevance will be paramount in driving its success in the region. Involving local hosts discussing topics that feel close to home for the diverse population in APAC, and close to their interests, will be crucial to ensure the audience finds value in the conversations happening on Clubhouse, and keeps coming back.”</p> <p>At the end of the day, Asia Pacific carries multiple nuances that make the environment difficult to fully breach, says Yeo. Being audio-first brings Clubhouse a step closer to success as users can utilize time-voids (such as commuting) to enrich themselves or escape.</p> <p>“While Clubhouse is in its pre-revenue stages now without monetization through ads, this is something it should continue with,” he says. ”A future focus on a model built on hyperlocal content creators will be its best bet to maintain the high-quality rooms that remain hyper-relevant to users, therefore drawing in more users to sustain its growth.”</p> <p>The app has seen Tesla founder Elon Musk create a chatroom talk about aliens and humans living on Mars, among other things. The room reached a maximum capacity of 5,000 users quickly, causing glitches on the platform. Overflow rooms with Musk’s voice were then created.</p> <p>Facebook founder Mark Zuckerberg has also created rooms to talk about augmented reality and virtual reality.</p> <p>“If Clubhouse could get Jack Ma (Alibaba) or Masayoshi Son (Softbank) to speak openly and wisely on the app, this might have the same effect that it did in the west when Musk appeared and downloads exploded,” says Roberts. ”That APAC viral moment needs to be created.”</p> Tue, 02 Mar 21 01:00:00 +0000 Shawn Lim http://www.rechang.site/news/2021/03/02/can-iphone-only-clubhouse-succeed-android-dominated-asia-pacific Gaming in the time of Covid: why 2021 is different http://www.rechang.site/opinion/2021/03/01/gaming-the-time-covid-why-2021-different <p>With unprecedented circumstances emanating from the ongoing global pandemic, we have probably got to the point when it’s finally fair to conclude that marketers across industries have already adjusted to the new normal. Due to prolonged lockdowns imposed by governments around the world, people continue to stay at home en masse, having to come up with ways to unwind, relieve stress, and connect with their family and friends. As more diverse groups flock to video gaming and discover a never-ceasing joy in hanging out on the virtual islands in Animal Crossing, gaming and esports present a plethora of opportunities for advertisers who have appeared to be on the lookout for new channels to reach their target audience. However, do brands really understand who their gaming audience is?</p> <p><strong>The rise of new gamers</strong></p> <p>A new <a href="https://web.facebook.com/fbgaminghome/blog/marketers/new-report-games-marketing-insights-for-2021?_rdc=1&amp;_rdr" rel="nofollow">Games Marketing Insights for 2021 report by Facebook Gaming</a>, which came into spotlight in the latest episode of the Drum podcast with Anzu’s VP marketing Natalia Vasilyeva and Facebook Gaming’s EMEA head of marketing Tim Lion, shows that mobile gaming audience is growing exponentially. According to the report, which taps into 13,246 self-reporting gamers across nine markets, the number of mobile gamers has risen significantly even in such saturated markets as the UK, where it grew by 50% since the first peak of the pandemic.</p> <p>&lt;iframe width="100%" height="166" scrolling="no" frameborder="no" allow="autoplay" src="<a href="https://w.soundcloud.com/player/?url=https%3A//api.soundcloud.com/tracks/972331282&amp;color=%23ff5500&amp;auto_play=false&amp;hide_related=false&amp;show_comments=true&amp;show_user=true&amp;show_reposts=false&amp;show_teaser=true&quot;&gt;&lt;/iframe&gt;&lt;div" rel="nofollow">https://w.soundcloud.com/player/?url=https%3A//api.soundcloud.com/tracks...</a> style="font-size: 10px; color: #cccccc;line-break: anywhere;word-break: normal;overflow: hidden;white-space: nowrap;text-overflow: ellipsis; font-family: Interstate,Lucida Grande,Lucida Sans Unicode,Lucida Sans,Garuda,Verdana,Tahoma,sans-serif;font-weight: 100;"&gt;&lt;a href="<a href="https://soundcloud.com/thedrum-2&quot;" rel="nofollow">https://soundcloud.com/thedrum-2"</a> title="TheDrum" target="_blank" style="color: #cccccc; text-decoration: none;"&gt;TheDrum&lt;/a&gt; · &lt;a href="<a href="https://soundcloud.com/thedrum-2/facebook-gaming-x-the-drum-cs4&quot;" rel="nofollow">https://soundcloud.com/thedrum-2/facebook-gaming-x-the-drum-cs4"</a> title="Every third person is a gamer: how to reach the billions-strong gaming audience" target="_blank" style="color: #cccccc; text-decoration: none;"&gt;Every third person is a gamer: how to reach the billions-strong gaming audience&lt;/a&gt;&lt;/div&gt;</p> <p>The same can be observed in the US, with the number climbing 30% and in Germany by 25%. Across these three markets plus Korea combined, over <em>50 million people</em> reported being new to mobile gaming. Besides already being a significant portion of the global gamer community, “these new gamers are considerably younger and prefer more core and mid-core genres, and have higher propensity to spend in-game,” concludes Tim. This also means that they’re “more open to communicating with brands within the gaming ecosystem”, adds Natalia.</p> <p>Obviously, the attitude towards gaming culture and penetration rates vary, but “it’s likely to believe that these new gamers are to evolve into a more sustained and dedicated group of players,” says Tim. As a result of the cultural phenomenon triggered by the notorious coronavirus, more people than ever before have turned to gaming and formed a habit of socializing through the platform. “These behaviours are to persist, so brands can be sure to retain their customers,” assures Natalia.</p> <p><strong>Creative is king</strong></p> <p>Gaming has grown to be a solid media channel of its own. In fact, going in-game enables advertisers to capitalise on the almost unlimited creative potential of gaming and boost brand affinity by placing themselves in front of a huge monolithic audience. “Gaming as an ecosystem seems to be every marketer’s dream. Whatever is not possible in other channels can be tested in gaming. Every marketer can find something for themselves in the gaming world. From billboards to video, customised and interactive ads, brands have vast opportunities in the way they can communicate with gamers – and gamers are ready for it,” continues Natalia.</p> <p>If you’d like to get more information on new gamers and get advice from industry experts, tune in to the new podcast by the Drum hosted by Chris Sutcliffe and featuring Anzu’s VP marketing Natalia Vasilyeva and Facebook Gaming’s EMEA head of marketing Tim Lion.</p> <p>You can listen to the podcast above. It is also available on iTunes,?<a href="https://open.spotify.com/episode/6hUVlw1gs6tWQVPamkWgGu?si=Rg4t9BcpSjeH882SO7erJw&amp;nd=1" rel="nofollow">Spotify</a> and <a href="https://podcasts.google.com/?feed=aHR0cDovL2Nhc3Qucm9ja3MvaG9zdGluZy8yMzIwOC9mZWVkcy9KRTZLTS54bWw&amp;ep=14&amp;episode=OUJJMlhNRS1LWE80MjZHVg" rel="nofollow">Google Play</a>.</p> Mon, 01 Mar 21 16:38:00 +0000 Open Mic http://www.rechang.site/opinion/2021/03/01/gaming-the-time-covid-why-2021-different Leveraging data to build trusted brand relationships http://www.rechang.site/opinion/2021/03/01/leveraging-data-build-trusted-brand-relationships <h3>Consumer trends have never been put on hold and the pandemic is only accelerating many trends that are already being observed. As more people buy online, more data is created and data feeds personalisation.</h3> <p>Even though people right now are purchasing more essential products, consumer data allows organisations to sell those products more effectively and to forecast future behaviour. To be able to sell more effectively to individuals, brands must be capable of speaking to each and every person and meeting their current needs. To attract and retain customers you need to know them first.</p> <p>To be pertinent and have the ability to engage customers in times of upheaval brands must have immediate access to quality data from which to extrapolate meaningful insights, and be agile enough operationally to then quickly react to those insights, to adapt, innovate, and change course to win over consumer hearts.</p> <p><strong>We are not to be seen as one</strong></p> <p>We all want to be seen as individuals, not a ‘type’ of individual – we want to be thought of as unique, because each of us?is?unique. We don’t want to be grouped together, generalised, put into a box and broadly represented by a persona. We want to be engaged by brands in an exclusive and meaningful way. We want our loyalty and trust to be earned. Personas are convenient fictions that have, for too long, prevailed and are formed on the basis of preconceived representations. By definition these representations are imperfect and can lead to an imperfect brand model.</p> <p>In the current climate, routine habits pre social distancing, our social activity and our entertainment are disappearing while certain other behaviours, such as shopping for essential food and household items, are reinforced on a daily basis. Some of these changes will remain temporary, others will become a part of our lives for some time. For many organisations, this creates a complex landscape of seemingly erratic patterns of engagement, further complicating the analysis of user or consumer behaviour. This means that most retailers are unable to react quickly when dramatic changes come into play. And many retailers are unclear about which capabilities they need to build to create a truly personalised experience.</p> <p><strong>Data is the new currency</strong></p> <p>Knowledge is power and therefore data has become the most valuable currency. Organizations such as?Amazon, Google and Uber have built their entire model on customer behaviour data and analytics. In a world where customer-centricity, personalisation and customer experience are king, it’s no surprise that these companies flourish. To succeed these days, brands need to articulate their product and service offerings continuously and proactively.</p> <p>Not for a moment resting on their success, it is giants such as Nike and Netflix that are taking personalisation to new heights.</p> <p>It is no surprise that Netflix leverages AI to power our recommendations. But few of us realize just how tailored the experience is for us. Tony Jebora, head of machine learning at Netflix, speaking at The O’Reilly AI Conference, New York, 2019 explained:?“When you look at your page what you’re seeing is an experience that’s been designed for you from top to bottom. And the way it becomes unique is we use machine learning to figure out how to personalise the ranking of our entire catalogue of movies and TV shows.”</p> <p>It was also revealed that Netflix’s machine learning team is <a href="https://www.cbsnews.com/news/netflix-trailers-made-by-ai-netflix-is-investing-in-automation-to-make-trailers/" rel="nofollow">developing an AI engine</a> that can automatically generate trailers and descriptions that are more likely to appeal by analysing a given customer’s behaviour on the platform.?</p> <p>Nike is responding to changing behaviours and engaging consumers more personally and precisely by growing its list of vertical sub-brands, such as the ‘Nike Considered’ sustainable line of shoes. Responding to the current need for home exercise in the current context of Covid-19 Nike has even started running home workout sessions featuring world-famous stars, such as Cristiano Ronaldo. <a href="https://news.nike.com/news/nike-living-room-cup" rel="nofollow">The Living Room Cup</a> is a digital workout series that offers consumers the chance to compete against Nike pro athletes through weekly fitness challenges directly from their own homes.</p> <p><strong>Build 1-to-1 relationships to drive richer experiences</strong></p> <p>By using the right data, at the right time, across the right touch points, organisations can drive greater?<a href="https://www.capgemini.com/gb-en/2020/10/why-retailers-should-elevate-personalisation/?utm_source=drum&amp;utm_medium=referral&amp;utm_campaign=drum" rel="nofollow">personalisation</a> in many ways, including:</p> <ul><li> <p>Predictive personalisation – using AI can automate segment discovery and analyse which variations perform best for each segment.</p> </li> <li> <p>Using historical personal information to provide optimised and personalised product recommendations.</p> </li> <li> <p>Leveraging the data from every impression – potentially valuable data results are contained in every impression, including data such as device type, time of day, day of week, and IP-based geography.</p> </li> <li> <p>Using your first-party customer data to personalise – recognizing loyal customers with special, limited offers increases conversions.</p> </li> <li> <p>Using third-party data for more relevancy – this can be particularly valuable when used to create relevancy for visitors to your site.</p> </li> </ul><p>We are seeing organisations leverage data to drive a more tailored approach to their consumers. Examples of this include creating personalised homepages, displaying recently viewed items (retargeting) and personalising product pages based on location. These are tried and tested methods. But, during this time of huge disruption, it will only be truly agile organisations, ones that are capable of analysing vast quantities of real-time data with AI and advanced analytics, that will be able to navigate, and innovate their way to winning hearts, increasing their brand trust and therefore their own relevance in the market.</p> <p><strong>No preference without desirability</strong></p> <p>More than ever, there is a burning need for brands to adapt to the needs and wants of both individuals and the communities they belong to. There is no preference without desirability, no desirability without relevance. The brands that thrive in the future will be those that broadly unite individuals and communities and adapt their brand initiative to the real-life perceptions and aspirations of consumers. Our habits change quickly, and organisations have to be ready to change with us.</p> <p>If your brand or team are interested on how to develop a credible data strategy to reach each and every customer, then <a href="https://www.capgemini.com/gb-en/get-in-touch/?utm_source=drum&amp;utm_medium=referral" rel="nofollow">get in touch</a>.</p> <p><strong>Ghislain Melaine is a consumer products and brand director at Capgemini Invent.?</strong><strong>Chloe Buckland is a consumer products and brand managing consultant at Capgemini Invent.</strong></p> Mon, 01 Mar 21 16:00:00 +0000 chloe buckland http://www.rechang.site/opinion/2021/03/01/leveraging-data-build-trusted-brand-relationships Three UK launches sponsorship creative and social media game for Goggelbox partnership http://www.rechang.site/news/2021/03/01/three-uk-launches-sponsorship-creative-and-social-media-game-goggelbox-partnership <p>Following Three’s recent announcement as the sponsor of the highly successful Channel 4 series Gogglebox, the brand has launched its sponsorship creative and social media game for the new series of the hit show.?</p> <p>The partnership is the largest ever TV sponsorship in Three’s history and follows in the footsteps of the Chelsea FC sponsorship that began in July last year. The new campaign is part of a two-year, multi-million-pound partnership that sees the mobile network sponsor the new series of both Gogglebox and Celebrity Gogglebox produced by Studio Lambert, as well as all repeats. Three’s sponsorship will also be visible across all Gogglebox series available on Channel 4, E4 and All 4, as well as social content featured on Channel 4’s Facebook page throughout the next two years.?The sponsorship deal was brokered by Channel 4’s in-house sales team 4Sales and Three’s media agency Zenith.?</p> <p>Aislinn O’Connor, director of marketing for UK and Ireland at Three, said: “Gogglebox is one of the UK’s most loved shows and we know how excited everyone is to watch the new series, particularly as much of the UK remains in lockdown. The partnership began at the start of the year and has provided a great opportunity to drive positive brand association with a mainstream audience. We can’t wait to showcase our new idents for the first time this Friday – which looks at playful insights around TV viewing and phone behaviour – as we believe that it perfectly complements the Gogglebox tone.”</p> <p>Three has kickstarted its fully integrated campaign in celebration of its official sponsorship of the show, which includes a Gogglebox hub on the Three website, Gogglebox running across retail AV and live tweeting throughout the show each week and more activations to come throughout its two-year sponsorship.</p> <p>Launching on 26 February, the idents created by Wonderhood Studios and directed by Blink’s Nick Ball, show how viewers are all able to stay connected to their favourite content, wherever, whenever and however we want; bringing to life several everyday moments around TV viewing across different screens and multiple locations.</p> <p>The suite of 15-, 10- and 5-second idents show small relatable human truths, mirroring the way we watch the show. Each set of idents is a little window into people’s lives – at work, grabbing five minutes of alone time in a cupboard without the kids, or winding down before bed. With each of the characters playing out real and relatable behaviour around their Googlebox viewing.??</p> <p><strong>Lingo Bingo – new social media game</strong></p> <p>Three is also celebrating its sponsorship of Gogglebox with a game played from the comfort of your sofa. Lingo Bingo offers the audience the chance to win spectacular prizes when playing along while watching the first episode this Friday. The new game aims to engage the Gogglebox viewers by tapping into and rewarding the common mobile behaviour of ‘second screening’, while celebrating popular comments from Gogglebox cast members or words from the show that come up.</p> <p>Throughout the upcoming series, Gogglebox viewers can find a bingo card on Three’s?Facebook,?Twitter?and?Instagram?pages with nine key words or phrases. Players will be asked to choose and comment three words from the nine, using the hashtag ‘#ThreeLingoBingo‘ – such as the iconic reference to ‘Cuppa’, ‘Dave’ and ‘OMG’. These three words are based on the players prediction of what will be mentioned in the upcoming Gogglebox episode. Once all three of the chosen words have been said on the show, the player will automatically be entered into a draw for a chance to win prizes such as the brand new Samsung Galaxy S21 phone, Samsung Galaxy Buds Pro and cash prizes.</p> <p>Ads Dechaud and Phil Le Brun, creatives at Wonderhood Studios?said: “This partnership was a great opportunity to do something fun – Three is an iconic brand that helps the nation connect to TV content in different ways, while?Gogglebox has become a proper cornerstone of British culture with millions tuning in each week to essentially watch people, watch TV. ?But the show is so much more than that. The characters and perfectly relatable moments keep people coming back, year after year and this is what we wanted to try and capture in these idents.”</p> <p>The campaign was shot with anamorphic lenses to give the everyday a cinematic quality and took place in one studio with bespoke set-builds, in Covid-safe conditions. Outside of the key crew and cast – including kids and dogs – the wider team joined over zoom, with the very talented Nick Ball directing from LA.?</p> <p>Rupinder Downie, brand partnerships leader, Channel 4,?said: “This exciting new partnership with Three is TV sponsorship at its best. The innovative and creative cross platform campaign aligns the brand with one of Channel 4’s most popular and much-loved shows across linear, digital and social and we look forward to playing Lingo Bingo on Friday nights.”</p> <p>The most recent series of Gogglebox was Channel 4’s second-highest rating title of 2020. Series 16 was the biggest Gogglebox series to date attracting an average consolidated audience of 5.8 million viewers per episode and a 25.0% share of the viewing audience – it achieved the show’s highest rating episode ever (6.5 million) and reached over half of TV viewers in 2020 (58%, which includes Celebrity Gogglebox, but not the USA version on E4). The series was also the biggest to date on All 4.</p> Mon, 01 Mar 21 14:51:00 +0000 http://www.rechang.site/news/2021/03/01/three-uk-launches-sponsorship-creative-and-social-media-game-goggelbox-partnership Reimagining the B2B Playbook http://www.rechang.site/news/2021/03/01/reimagining-the-b2b-playbook <p>Transformation, digital and otherwise, tops the agenda of most organizations. But how are business-to-business marketers dealing with it, and what are their key areas of focus now that we’re well into 2021?</p> <p>Hard on the heels of the recent B2B WorldFest, The Drum held a roundtable discussion to answer these questions and to explore B2B marketing’s innovation in terms of strategy, creativity, and culture.</p> <p>Taking part in the roundtable, moderated by Kenneth Hein, US editor of The Drum, were: Amie Stankiste, senior marketing director, S&amp;P Global; Collette Philip, founder, Brand by Me; Theo Theodorou, advertising sales director, Microsoft; Connie Theien, senior vice president, payments industry relations, Federal Reserve System; Sam Poulter, head of corporate branding, AP Moller Maersk; and Tom Stein, chairman and chief client officer, Stein IAS.</p> <p>Transformation and experimentation in B2B proved to be a hot topic among the experts, who provided several examples of innovations that have changed their businesses in the past year. Amie Stankiste at S&amp;P Global provided some great insight into how her company has pivoted from in person to virtual events, while Microsoft’s Theo Theodorou emphasized the role of digital transformation in helping brands understand “what’s happening in real time”.</p> <p>Tom Stein said that working with Stein IAS clients on prioritization is a key challenge: “There’s the whole aspect of transformation and thinking about things like the technology stack and agile methodologies. You can’t transform everything all at the same time, so how do you strategically prioritize where to place the energy and investment that’s required to go that fast?”</p> <p>Transformation goes beyond technology, too. The conversations started by the Black Lives Matter movement had a significant impact on B2B marketing, said Collette Philip at Brand by Me: “It’s not just about racial justice, but also about wider social justice and the role of brands within that… It was having to understand very quickly our role in helping brands and our clients really delve deeper into these conversations, understand the role across all of their audiences, internally and externally, but then also interrogate ourselves.”</p> <p>Looking forward, the B2B experts explored how a growing emphasis on values was transforming the B2B playbook and boosting customer engagement. Sam Poulter at AP Moller Maersk said: “Communication of your heritage and values becomes even more important but, whatever you do, this is not a time to sell but to actually prove what you promised previously.”</p> <p>As a consequence of the pandemic, actions have become more important in B2B marketing, said Stankiste: “It's not about a big marketing message that we're here to help, we're here to support you. It's actually enabling and facilitating your entire organization to do just that.”</p> <p>Connie Theien at the Federal Reserve System agreed: “We spent a lot of time… stepping back with a lot of our sales and marketing programs and supporting customers in figuring out how to operate in this virtual environment. Even to the point of offering a lot of our services at no charge for extended periods of time, so they could have the things in place they needed for this whole new world.”</p> <p>Authenticity and transparency in B2B messaging will be more important than ever as we move through 2021. Philip said: “The other value that is universal, that we need at this time, is empathy. Empathy with our customers, empathy with our staff, and really demonstrating that we have that insight, and we understand.”</p> <p>Alongside the importance of the more emotional side of B2B messaging, the discussion also focused on data and targeting, and the issue that data is in danger of becoming a commodity that loses value over time. The conversation highlighted that, ultimately, organizations must be transparent with customers in terms of the collection and use of this information to avoid any loss of trust and efficacy.</p> <p>The session ended with some practical action points covering B2B strategies for the year ahead. The experts around the table went into detail on how marketers can introduce empathy into touchpoints across an organization, build agile structures within companies, apply a consistent focus on brand, and renew their emphasis on diversity and inclusion.</p> <p>Tom Stein at Stein IAS wrapped up the session with a point about responding to people’s experience depravation during the pandemic: “As we all work from home, I think that there's a real opportunity to imagine extraordinary experiences and deliver extraordinary experiences in the interest of all of our marketing objectives. Focusing on that is always an opportunity, and right now it's particularly an opportunity.”</p> <p>You can watch the full panel above.</p> <p>?</p> <p>?</p> <p>?</p> Mon, 01 Mar 21 14:00:00 +0000 Ian Darby http://www.rechang.site/news/2021/03/01/reimagining-the-b2b-playbook Introducing The Drum’s monthly editorial themes – starting with a special focus on health http://www.rechang.site/opinion/2021/03/01/introducing-the-drum-s-monthly-editorial-themes-starting-with-special-focus <p><strong>Today at The Drum we are excited to introduce you to a big new part of our coverage: the first in a series of monthly editorial themes diving deep into the trending topics occupying the minds of our readers.</strong></p> <p>The aim of these themes is to give you the ultimate primer on a subject of significance to marketing and media. And what more significant place to start than with a special focus on the topic dominating so many of our thoughts right now – <a href="http://www.rechang.site/topics/health" rel="nofollow">health</a>.</p> <p>For the next two weeks, we’re going to be bringing you a plethora of carefully curated coverage spanning all matters health. Whether you’re already a pharma specialist seeking detailed sector solutions, or simply a curious company leader looking to keep staff safe and well, we’ll have something for you.</p> <p>Our goal will be two-fold: to help marketers and agencies specializing in health navigate the latest developments in the space and make plans, and to give everyone else a complete overview of where the challenges and opportunities lie in this market for them.</p> <p>We’ll do this by showcasing the collective knowledge of the industry in our <strong><a href="http://www.rechang.site/topics/health" rel="nofollow">dedicated health hub</a></strong>, which will live on thedrum.com long after our focus ends as a permanent library of intel about health marketing. There you’ll find stellar contributions from industry experts, collections of the world’s best creative output and original reporting from our team of journalists spanning the US, Europe and Asia.</p> <p>Like all our coverage, our emphasis during these special themes will be on helping you solve problems and seize opportunities. Matters on the agenda during our health focus will include:</p> <ul><li> <p><strong>How marketing leaders can take care of their team’s – and their own – mental health</strong></p> </li> <li> <p><strong>Health data privacy and the issue of building confidence among consumers</strong></p> </li> <li> <p><strong>What brands can do to insulate themselves from the spread of fake health news</strong></p> </li> <li> <p><strong>A comprehensive overview of the booming fitness as a service category</strong></p> </li> <li> <p><strong>The ingredients needed to make the most effective public health campaigns</strong></p> </li> <li> <p><strong>The post-pandemic workplace – lessons from normality returning in Asia</strong></p> </li> <li> <p><strong>And much more</strong></p> </li> </ul><p>Our ambition as an editorial team is to make our themes as insightful and entertaining as possible for you, so we’d love to hear what you think of them. And if you have untapped insights around health you’d love to share with our readers, we’d like to hear those ideas too. Get in touch at <a href="mailto:editorial@thedrum.com?subject=Re%3A%20The%20Drum's%20health%20theme" rel="nofollow">editorial@thedrum.com</a>.</p> <p>Thanks, as ever, for your contributions and support for our journalism. Keep your eyes peeled to thedrum.com for more on how you can get involved in our next themes in the coming weeks.</p> <p><strong>Cameron Clarke, editor, The Drum</strong></p> Mon, 01 Mar 21 13:30:00 +0000 Cameron Clarke http://www.rechang.site/opinion/2021/03/01/introducing-the-drum-s-monthly-editorial-themes-starting-with-special-focus Do you mind? How agency heads hope to support employee mental health through the pandemic http://www.rechang.site/news/2021/03/01/do-you-mind-how-agency-heads-hope-support-employee-mental-health-through-the <p>The advertising industry has long been infamous for its stressors – with long hours, tight deadlines, high client expectations, and stiff competition among the identifiable marks of the trade – it is “notorious for employee burnout,” says Ewen MacPherson, group chief people officer at Havas UK.</p> <p>As the Covid-19 pandemic rages on, the increased need for robust care around mental health and wellbeing has become apparent. <a href="https://www.nhsconfed.org/news/2020/08/mental-health-reset" rel="nofollow">Yet with national health services struggling to cope with increased demand</a>, and private healthcare inaccessible for many due to the financial repercussions of the pandemic, there is an increasing expectation for employers to take responsibility for their employee’s mental health and wellbeing. The Drum explores what agencies are doing to support industry worker’s mental health at this time.?</p> <p><strong>Already an issue</strong></p> <p>Prior to the pandemic, Uzma Afridi, head of careers at Nabs emphasizes that “concerns were already being raised in the industry around a lack of work life balance, the pressures of presenteeism, the lack of flexibility, and employees having to ‘cover’ at work – which is when members of marginalized communities feel as though they have to change or hide parts of their identify or behaviour in order to fit in at work.”</p> <p>Therefore, many agencies already had certain mental health and wellbeing measures in place, which they were able to rely upon when the pandemic first began.</p> <p>Nicola Murray, business director at M&amp;C Saatchi explains, “We have our designated mental health first aiders, who were already in place prior to the outbreak, but we increased the communication around them and their availability to make sure they were accessible to everyone in the business.”</p> <p>Yet for many, the onset of the Covid-19 pandemic has only exacerbated issues around mental health and wellbeing, with emerging evidence also suggesting that the impact of lockdown restrictions <a href="https://www.health.org.uk/news-and-comment/blogs/emerging-evidence-on-covid-19s-impact-on-mental-health-and-health" rel="nofollow">have not only worsened mental health, but widened the inequalities that contribute to ill mental health.</a></p> <p>Those factors include social isolation, job and financial losses, housing insecurity and loss of quality in living environments, as well as the loss of traditional coping mechanisms due to closures and the need for social distancing.</p> <p>As a result, “employer responsibility has certainly shifted,” says Louise Lang, interim managing director for Northern Europe at Virtue.</p> <p>“In the past where people might have looked to their home or out-of-work life for positivity and balance, Covid has removed all sense of that control. Working hours might not have changed, but it's taking up so much more of our mental capacity.”</p> <p><strong>Finding balance</strong></p> <p>Due to the pressures of remote working, the struggle to maintain a work-life balance was an initial concern for many agencies, several of whom told The Drum that following the shift to remote working, they were quick to emphasize the wellbeing aspects of their employee care strategies.?</p> <p>“For example, back in April a lot of our staff were concerned about nutrition,” says Murray, “so we booked in some sessions with a nutrition expert to address those concerns around that time.”</p> <p>Similarly, over at Havas, the team in charge of wellbeing made an effort to digitize the programme that was already in place in the office. “Our HIIT instructor who already came into the office once a week moved his practice online, and so as much as possible we tried to continue as normal, although we did see demand for certain other offerings increase.”</p> <p>“Personal development coaching sessions that were previously available on a first-come, first serve basis suddenly became so popular we had to almost double our provision,” says MacPherson.?</p> <p><strong>Beyond yoga</strong></p> <p>Yet Afridi from Nabs emphasizes that, as the pandemic has gone on “organizations are beginning to realize that [mental health care] goes beyond yoga classes.”</p> <p>“Proper wellbeing support is ensuring that your staff are supported with empathy and compassion and that their individual needs are met. It’s also about recognizing people’s needs within the D, E&amp;I space, ensuring that minoritized groups are treated with equity.”</p> <p>Many agencies have now pivoted to a multi-pronged approach. Joe Conrad, founder and chief executive officer of Denver-based indie agency, Cactus explains: “First, we built YOU @ Cactus, a personalized well-being platform for our team. We also give every employee a subscription to the Calm app to help support their mental health anytime, anywhere. And finally, we dedicate a full half-hour every week to what we call ’Thrive Thursday,’ where we encourage our employees to keep that time sacred and use it for their personal mental health.”</p> <p>Across the board, agencies have observed that the most effective way to ensure good employee mental health has been a comprehensive, preventative strategy – handled on a case-by-case basis.?</p> <p>MacPherson from Havas says: “Different people need different things at different times, so our mindset is very much that we need to be as accommodating and as flexible as possible or as required on an individual basis.”</p> <p>In many instances, it would appear to be the small, practical changes that make the most difference. Whether that be anticipating employee burnout following a big deadline, or encouraging employees to take breaks as needed, especially for rest and physical exercise.</p> <p>As Lang from Virtue explains: “People were showing difficulties maintaining boundaries, and so we reinforced that it is not a problem to ask for a bit of downtime. These things might seem small but they are not insignificant.”</p> <p>“They are also especially effective if managers are offering them preemptively, as opposed to employees having to ask.”</p> <p>Throughout the pandemic, work has been an immense source of stress for many. From the pressures of home working, balancing home working with homeschooling, and struggles with maintaining a work-life balance – to fears over job security, redundancy, and financial difficulty due to pay cuts. There is an increasing need for employers to recognize the pressures on employees, and care for them as individuals accordingly.?</p> <p>As Afridi for Nabs explains, when it comes to best practice, “the pandemic has brought to life the fact that mental health covers a broad spectrum, and that mental health challenges can impact anyone.</p> <p>“This is a step forward in reducing the stigma around mental health; we’re seeing more people speak openly about their challenges, and how they’re seeking support for those be it through therapy or a helpline such as Nabs’ Advice Line. Agencies can’t ignore mental health, and hopefully, this change in attitudes will encourage them all to put wellbeing support in place for their employees.”</p> <p><strong>Check out <a href="http://www.rechang.site/topics/health" rel="nofollow">The Drum’s special health hub</a>, which examines how the key players – from health agencies to pharma firms to brands – are doing their part to return the world to normality.</strong> </p> Mon, 01 Mar 21 12:30:00 +0000 Ellen Ormesher http://www.rechang.site/news/2021/03/01/do-you-mind-how-agency-heads-hope-support-employee-mental-health-through-the UK Digital Agency Census: the best agencies in the country, according to their peers http://www.rechang.site/news/2021/03/01/uk-digital-agency-census-which-digital-agencies-have-the-best-reputation <p>With lockdown neutralizing whole marketing channels and the British economy still reeling from the impact of the pandemic, picking up new clients isn’t easy at the moment. But reputation can go a long way towards helping persuade brands to open up their budgets.</p> <p>To find out which digital marketing agencies were the most respected and admired in the industry, we did the sensible thing – <a href="http://www.rechang.site/lists/digital-agency-census/peer-poll" rel="nofollow">we asked other digital marketing agencies about who they respected and admired.</a></p> <p>The Drum’s UK Digital Agency Census, released throughout this month, surveyed hundreds of digital agencies and asked them to nominate the agencies they thought were the best.</p> <p><strong>Which agencies came out on top?</strong></p> <p>The five most-admired digital agencies in the country – according to their own rivals and peers – are listed below. <a href="http://www.rechang.site/lists/digital-agency-census/peer-poll" rel="nofollow"><strong>You can see the top 50 digital agencies here.</strong></a></p> <p> Peer rank<br /> Agency</p> <p> 1<br /> Brainlabs Digital</p> <p> 2<br /> Jellyfish</p> <p> 3<br /> Adam&amp;Eve DDB</p> <p> 4<br /> UsTwo</p> <p> 5<br /> AKQA</p> <p>?</p> <p><a href="http://www.rechang.site/lists/digital-agency-census" rel="nofollow"><strong>Learn more about The Drum’s UK Digital Agency Census 2021 and sign up for future updates?here.</strong></a></p> Mon, 01 Mar 21 12:30:00 +0000 Sam Bradley http://www.rechang.site/news/2021/03/01/uk-digital-agency-census-which-digital-agencies-have-the-best-reputation Frida Golden Globes ad earns praise for showing unfiltered reality of breastfeeding http://www.rechang.site/news/2021/03/01/frida-golden-globes-ad-earns-praise-showing-unfiltered-reality-breastfeeding <p><strong>You may not be anywhere near the office water cooler right now, but we still want to spotlight creative that should be on your radar. Today, we look at a spot from parent products company Frida, which is being lauded for showing the real struggles of the ‘fourth trimester’.</strong></p> <p>The raw reality of breastfeeding is laid bare by parent products provider Frida Mom, which has charted the emotional and physical highs and lows of lactation.</p> <p>Casting aside societal prudishness, the breast care campaign throws a spotlight on everyday issues by offering tips and remedies such as massaging out clogged ducts with an electric toothbrush and stemming flow with cabbage leaves.</p> <p>Designed to reassure new mothers that help is at hand, the head-on campaign tackles issues that others shy away from, including raw?nipples, uterine contractions and painful clogs.</p> <p>At the heart of this message is ‘Stream of Lactation‘, a video that seeks to normalize the act of breastfeeding by depicting a variety of real postpartum mothers dealing with the challenges of nursing their babies their way.</p> <p>First aired during the <a href="https://variety.com/2021/awards/news/breastfeeding-ad-golden-globe-awards-1234917620/" rel="nofollow">Golden Globes</a>, a 30-second edit of the video was broadcast to households across America and is the first known commercial to picture lactating breasts on television – albeit with nipples removed to comply with broadcaster NBC‘s standards.</p> <p>In a statement to the <a href="https://www.nytimes.com/2021/02/28/business/media/breastfeeding-ad-frida-golden-globes.html" rel="nofollow">New York Times</a>, NBCUniversal wrote: ”We agree that the ad may push the envelope, but it is the context surrounding the visuals that makes this ad different, and we stand by it.”</p> <p>Frida chief exec Chelsea Hirschhorn said: ”The reality is that women are unprepared and blindsided by the physicality of lactation/breastfeeding. No one tells you that it can be as painful as your vaginal recovery. The anthem video is a universal depiction of the realities that women and their breasts – breastfeeding or not – go through postpartum.”</p> <p>The boundary-breaking commercial follows a major global brand campaign for Tommee Tippee by Manifest that illustrates the unvarnished truth behind breastfeeding.</p> <p>This no holds barred approach ultimately proved too controversial for some, however, with Facebook, YouTube and broadcasters all <a href="https://www.marieclaire.co.uk/life/health-fitness/tommee-tippee-the-boob-life-729848" rel="nofollow">refusing to platform</a> ‘<a href="http://www.rechang.site/creative-works/project/manifest-tommee-tippee-the-boob-life" rel="nofollow">The Boob Life</a>‘ for displaying ‘excessive visible skin‘.</p> <p>Such sensibilities drew accusations of sexism from Tommee Tippee, which argued that only by showcasing the reality of chapped nipples and swollen breasts can young mothers prepare?themselves for breastfeeding.</p> Mon, 01 Mar 21 12:00:00 +0000 John Glenday http://www.rechang.site/news/2021/03/01/frida-golden-globes-ad-earns-praise-showing-unfiltered-reality-breastfeeding How do you convince anti-vaxxers to get vaccinated? Covid comms from around the world http://www.rechang.site/news/2021/03/01/how-do-you-convince-anti-vaxxers-get-vaccinated-covid-comms-around-the-world <p>Covid-19?is a?Chinese?hoax... There’s?a microchip in the vaccine... You can stop it with a hot bath... Just a few of the conspiracies?that seem to have spread as fast as the virus, and you’ll have no doubt heard more.</p> <p>As the pandemic pushes people?to extremes and psychological states?peak, there was always bound to be skepticism and questioning of what we’re told. Throw into the mix the fact we’ve been stuck indoors, increasingly turning to social media, and it’s no wonder misinformation has been such an issue.</p> <p>“Misinformation is not a new phenomenon, but rarely has it had such a direct and calculable impact on human life, which is why ad?campaigns are so important,“ insists?Jared Shurin, head of planning for M&amp;C Saatchi’s Social Impact Practice.</p> <p>As misinformation spreads?like wildfire, it has taken a?mighty?effort?from government bodies,?NGOs, health?organizations and more to extinguish the flames.?</p> <p>Here, we take a look at some of the different approaches from around the world and consider the methods used in campaigns aimed at dispelling myths about Covid and vaccines.?</p> <h2><strong>No borders?</strong></h2> <p>A new frontier in international relations, the pandemic has affected nearly every country in the world and collectively, the World Health Organization (WHO), the United Nations?(UN),?Unicef,?UNDP,?Unesco,?Unaids,?ITU, UN Global Pulse and?IFRC?<a href="https://www.who.int/news/item/23-09-2020-managing-the-covid-19-infodemic-promoting-healthy-behaviours-and-mitigating-the-harm-from-misinformation-and-disinformation">have worked together on combating?misinformation across the globe</a>.</p> <p>“One of the main?tasks?is to create a pool of advocates who?are?recognized?as the ’voice of authority’. People generally know which sources to trust in their immediate circle,“ explains Susan?Josi, managing partner at?Havas?Life?Sorento.?</p> <p>“This should be leveraged across all media channels to cascade authentic information as and when needed,“ she insists.?“Some of the global authorities, like WHO?and Unicef, have been sharing?credible, evidence-based?information lucidly written for?consumers.“</p> <p>Coining the phrase ’infodemic’ (“an overabundance of information and the rapid spread of misleading or fabricated news, images and videos“) through its?comms, the WHO has been working to ’flatten the curve’ using?infographics.</p> <div class="multimedia" contenteditable="false" entity-bundle="gallery_item" entity-id="35851" entity-type="news_components" select="Media"> <div class="multimedia-content" id="multimedia-content"> <div class="dialog_preview" contenteditable="false"> <div class="media-single-element-container"> <div class="media"><img alt="The WHO infodemic" src="https://admin.thedrum.com/s3/files/styles/drum_media_normal/s3/spothlight-missinformation.png?itok=ZcI05CNL" /></div> <div class="clearfix">?</div> </div> </div> <div class="loading">Loading...</div> </div> </div> <p>?</p> <p>Making the issue more digestible, the diagrams?articulately?demonstrate?how?disinformation?is passed?and how to make sure you don’t get swallowed up in it. “Communication formats can be made as interesting as possible?and straddle across?infographics,?snackable?videos, podcasts?in all languages so that every consumer has an authentic source to refer to,“ says Josi.</p> <div class="multimedia" contenteditable="false" entity-bundle="gallery_item" entity-id="35854" entity-type="news_components" select="Media"> <div class="multimedia-content" id="multimedia-content"> <div class="dialog_preview" contenteditable="false"> <div class="media-single-element-container"> <div class="media"><img alt="Infographic WHO" src="https://admin.thedrum.com/s3/files/styles/drum_media_normal/s3/misinformation-infographic-v4.png?itok=Aw172E2F" /></div> <div class="clearfix">?</div> </div> </div> <div class="loading">Loading...</div> </div> </div> <p>“Matching?message?and audience?is?crucial,“ insists Claire Gillis, chief exec of VMLY&amp;Rx.?“Think?local, act?local. That means understanding?local?contexts, communities and cultures. If you don’t have that to begin with, your message won’t get through.“?</p> <p><a href="http://www.rechang.site/news/2020/05/29/the-most-ingenious-responses-the-un-s-covid-19-creative-open-brief">Back in March, the UN soon recognized</a>?that it was?nigh?on?impossible?to produce the masses of?localized?communication materials needed to halt Covid-19 on its own.?</p> <div class="multimedia" contenteditable="false" entity-bundle="gallery_item" entity-id="35852" entity-type="news_components" select="Media"> <div class="multimedia-content" id="multimedia-content"> <div class="dialog_preview" contenteditable="false"> <div class="media-single-element-container"> <div class="media"><img alt="The UN open brief" src="https://img01.thedrum.com/styles/drum_media_normal/s3/untitled_design_79.png?itok=XZzdLzpU" /></div> <div class="description">The UN open brief garnered more than 17,000 submissions in two weeks, from 143 countries, in 20 different languages</div> <div class="clearfix">?</div> </div> </div> <div class="loading">Loading...</div> </div> </div> <p>So it decided to issue an open brief to the creative community, <a href="http://www.rechang.site/news/2020/06/19/it-s-repository-creative-philanthropy-what-now-the-un-s-open-brief-creatives">asking them to produce eye-catching PSAs to translate messages</a> into something easy-to-understand.?In doing so, it received?17,000 entries from 143 countries and in 20 different languages, with help from Talenthouse which worked on the portal.?</p> <p>For the ’myth busting’ category, it received thousands of entries, including ’Spread the Truth’ – a project created by?Seb?stiao?Assis, who created fake news to dispel myths about the pandemic.?</p> <div class="multimedia" contenteditable="false" entity-bundle="gallery_item" entity-id="35853" entity-type="news_components" select="Media"> <div class="multimedia-content" id="multimedia-content"> <div class="dialog_preview" contenteditable="false"> <div class="media-single-element-container"> <div class="media"> <div class="media-youtube-video media-youtube-1"> <iframe allowfullscreen="" class="media-youtube-player" frameborder="0" height="374" src="//www.youtube.com/embed/WEzlNhgglLQ?wmode=opaque" title="Fake News Spread The Truth" width="498">Video of Fake News Spread The Truth</iframe></div> </div> <div class="clearfix">?</div> </div> </div> <div class="loading">Loading...</div> </div> </div> <p>With Covid vaccines now being rolled out, addressing vaccine hesitancy across the world is crucial. And so a collaboration between the London School of Hygiene &amp; Tropical Medicine, the Gavi Vaccine Alliance and the UN Verified Initiative saw the creation of #TeamHalo, where scientists all over the world use their social channels <a href="https://teamhalo.org/">to promote safe and effective use of vaccines</a>.</p> <div class="media_embed"> <blockquote cite="https://www.tiktok.com/@tiktokgpdoc/video/6930989212112030982" class="tiktok-embed" data-video-id="6930989212112030982" height="" style="max-width: 605px;min-width: 325px;" width=""><p>?</p> <p>?</p> <p>?</p> <p>?</p> <p>?</p> <p>?</p> <p>?</p> <p>?</p> <p>?</p> <p>?</p> <p>?</p> <p>?</p> <p>?</p> <p>?</p> <p>?</p> <p>?</p> <p>?</p> <p>?</p> <p>?</p> <p>?</p> <p>?</p> <p>?</p> <p>?</p> <p><section><a href="https://www.tiktok.com/@tiktokgpdoc" target="_blank" title="@tiktokgpdoc">@tiktokgpdoc</a></section></p> <p>?</p> <p>?</p> <p>?</p> <p>?</p> <p>?</p> <p>?</p> <p>?</p> <p>?</p> <p>?</p> <p>?</p> <p>?</p> <p>?</p> <p>?</p> <p>?</p> <p>?</p> <p>?</p> <p>?</p> <p>?</p> <p>?</p> <p>?</p> <p>?</p> <p>?</p> <p>?</p> <p>Is there a link? <a href="https://www.tiktok.com/tag/teamhalo" target="_blank" title="teamhalo">##teamhalo</a> <a href="https://www.tiktok.com/tag/vaccine" target="_blank" title="vaccine">##vaccine</a> <a href="https://www.tiktok.com/tag/fertility" target="_blank" title="fertility">##fertility</a> <a href="https://www.tiktok.com/tag/covid" target="_blank" title="covid">##covid</a> <a href="https://www.tiktok.com/tag/doctor" target="_blank" title="doctor">##doctor</a></p> <p><a href="https://www.tiktok.com/music/Woman-Like-Me-Nicki-Minaj-6612087811468167942" target="_blank" title="? Woman Like Me ft. Nicki Minaj - Little Mix ">? Woman Like Me ft. Nicki Minaj - Little Mix </a></p> <p>?</p> <p>?</p> <p>?</p> <p>?</p> <p>?</p> <p>?</p> <p>?</p> <p>?</p> <p>?</p> <p>?</p> <p>?</p> <p>?</p> <p>?</p> <p>?</p> <p>?</p> <p>?</p> <p>?</p> <p>?</p> <p>?</p> <p>?</p> <p>?</p> <p>?</p> <p></p> <p>?</p> <p>?</p> <p>?</p> <p>?</p> <p>?</p> <p>?</p> <p>?</p> <p>?</p> <p>?</p> <p>?</p> <p>?</p> <p>?</p> <p>?</p> <p>?</p> <p>?</p> <p>?</p> <p>?</p> <p>?</p> <p>?</p> <p>?</p> <p>?</p> <p>?</p> <p>?</p> </blockquote> <p height="" width=""> <script async="" height="" src="https://www.tiktok.com/embed.js" width=""></script></p> </div> <p>Representing?connected science?from around the globe, the campaign “crowdsources?experts to bring local,?regional and cultural?nuance?to the initiative,“ explains Gillis.?“It’s?all about?opening up?engagement and answering?the?difficult?questions using Twitter,?TikTok?and Instagram to give anyone who wants it direct access to global scientist, with the simple premise: ask a?Covid-19?vaccine expert anything.“</p> <p>Michelle Hillman,?chief campaign development officer at The Ad Council, says that since distrust about Covid-19 vaccination is the main driver of hesitancy, who?the message comes from can be just as important as?what?the message entails. “That’s leveraging trusted messengers that resonate,?including doctors, nurses, pharmacists, national medical experts, faith-based and community influencers, athletes, musicians, actors, politicians, digital content creators...“</p> <h2><strong>US</strong></h2> <p>From ’Covid?is a Chinese hoax’ allegations to November’s presidential elections,?2020?proved fertile?ground for viral misinformation. From the moment the deadly virus started to spread, people were making wild claims – including that the government introduced it?in 2018, that somehow Bill Gates is responsible and?that it’s?a bioweapon engineered by the Chinese to wage war on America.??</p> <p>“It’s one of the biggest communications and logistics tasks in human history,“ says Hannes?Ciatti, founder and chief creative officer of Alto who is working on a vaccine campaign for?Bronx-based?Montefiore?Einstein Hospital. “It is so vital to start with good research and identify the most harmful misinformation and combat it head-on with the most powerful and?approachable truths.“?</p> <p>During this time, social media platforms have come under increased scrutiny for their role in spreading misinformation. Back in July, off the back of criticism, Facebook launched a campaign to help its users spot fake news. By December it started sending notifications directly to users who liked, shared or commented on Covid-19 posts. To combat vaccine myths, last month it <a href="https://www.theguardian.com/technology/2021/feb/08/facebook-bans-vaccine-misinformation">announced it would remove posts with false claims about all vaccines</a>.</p> <div class="multimedia" contenteditable="false" entity-bundle="gallery_item" entity-id="35855" entity-type="news_components" select="Media"> <div class="multimedia-content" id="multimedia-content"> <div class="dialog_preview" contenteditable="false"> <div class="media-single-element-container"> <div class="media"><img alt="Facebook misinformation campaign" src="https://admin.thedrum.com/s3/files/styles/drum_media_normal/s3/fb_1.jpg?itok=nTYBUGP0" /></div> <div class="clearfix">?</div> </div> </div> <div class="loading">Loading...</div> </div> </div> <p>Finding real purpose amid the pandemic,?the Ad Council has played a critical role in guiding Americans.?Its ongoing Covid-19 response?has included a mental health campaign, a PSA to thank essential workers and?<a href="http://www.rechang.site/creative-works/project/ad-council-fight-the-virus-fight-the-bias">a film?drawing attention to the antisocial</a> and racist treatment of members of the Asian and Pacific Islander community.?</p> <p>“Throughout our nearly eight decades of experience with public service messaging, we have seen the immense power of advertising and media to drive meaningful?attitude?and behavior?change,“ says Hillman of the Ad Council’s vaccine efforts.</p> <div class="multimedia" contenteditable="false" entity-bundle="gallery_item" entity-id="35856" entity-type="news_components" select="Media"> <div class="multimedia-content" id="multimedia-content"> <div class="dialog_preview" contenteditable="false"> <div class="media-single-element-container"> <div class="media"> <div class="media-youtube-video media-youtube-1"> <iframe allowfullscreen="" class="media-youtube-player" frameborder="0" height="374" src="//www.youtube.com/embed/_ldG9YdRliU?wmode=opaque" title="For Healthcare Providers: Answers to COVID-19 Vaccination Logistics Questions | Ad Council" width="498">Video of For Healthcare Providers: Answers to COVID-19 Vaccination Logistics Questions | Ad Council</iframe></div> </div> <div class="clearfix">?</div> </div> </div> <div class="loading">Loading...</div> </div> </div> <p>Describing it as the organization’s “largest communications effort yet”, Hillman says it?has been working with brands including Facebook, General Motors and Walmart on a Covid-19 vaccine education initiative, alongside healthcare bodies such as the American Medical Association and the American Heart Association. <a href="http://www.rechang.site/news/2021/02/25/ad-council-latest-seeks-educate-importance-covid-19-vaccination">The initiative has raised $52m to date</a>.</p> <p>“We know from our research that trust is at the root of hesitancy. We needed to identify different ways to reach our audiences with education and information that will resonate and help build trust. But a one-size-fits-all message will not suffice, and that will vary by community. There is deep-seated distrust among communities of?color, so we needed to make sure we address?that?with relevant content and information.“</p> <div class="multimedia" contenteditable="false" entity-bundle="gallery_item" entity-id="35857" entity-type="news_components" select="Media"> <div class="multimedia-content" id="multimedia-content"> <div class="dialog_preview" contenteditable="false"> <div class="media-single-element-container"> <div class="media"> <div class="media-youtube-video media-youtube-1"> <iframe allowfullscreen="" class="media-youtube-player" frameborder="0" height="374" src="//www.youtube.com/embed/3g-9PxkO-OA?wmode=opaque" title="Family Gathering :15 | COVID-19 Vaccine Education Initiative | Ad Council" width="498">Video of Family Gathering :15 | COVID-19 Vaccine Education Initiative | Ad Council</iframe></div> </div> <div class="clearfix">?</div> </div> </div> <div class="loading">Loading...</div> </div> </div> <p>’It’s Up?To?You’ takes an empathetic approach and reaffirms for consumers that it’s understandable to have questions about the vaccines. “We’re aiming to inspire people to get informed about the vaccines,?as a way to?get back to the people and moments we miss and love from before the pandemic,“ explains Hillman</p> <p>Back in January, Pfizer and BioNtech, alongside a?US healthcare alliance, decided to step away from your typical science-heavy ad to inspire vaccine confidence. So?it gave Mischief @ No Fixed Address <a href="http://www.rechang.site/news/2021/01/14/why-pfizer-gave-mischief-shot-inspiring-vaccine-confidence">the opportunity to try something a little different</a>.</p> <div class="multimedia" contenteditable="false" entity-bundle="gallery_item" entity-id="35866" entity-type="news_components" select="Media"> <div class="multimedia-content" id="multimedia-content"> <div class="dialog_preview" contenteditable="false"> <div class="media-single-element-container"> <div class="media"> <div class="media-youtube-video media-youtube-1"> <iframe allowfullscreen="" class="media-youtube-player" frameborder="0" height="374" src="//www.youtube.com/embed/drIRWIQTuzQ?wmode=opaque" title="Baby Announcement" width="498">Video of Baby Announcement</iframe></div> </div> <div class="clearfix">?</div> </div> </div> <div class="loading">Loading...</div> </div> </div> <p>A world away from science books, the ads focused on all the things we took for granted that the?pandemic took away, like hugging your best friends or being with the ones you love.?“Wouldn’t it be nice to have that all back? Well, science has made that possible,” explains Greg Hahn, the agency’s co-founder and chief creative officer.?</p> <p>“The campaign is all found footage. The idea was not to do something that felt inauthentic or overly produced. We wanted it to feel like this is you, your family, your neighbors, real people – we’ve all seen these videos on people’s personal social networks. We wanted something for people to relate to.”</p> <h2><strong>UK?</strong></h2> <p>In the UK, just like the States,?misinformation has thrived, with anti-vaxxers?haranguing NHS workers outside St Thomas’ Hospital in London and dozens of 5G cell towers?attacked by those who believe they are somehow linked to the spread of the virus.?</p> <p>One body tackling the issue is the international non-profit Center for Countering Digital Hate, which has been working with the likes of Sadiq Khan, Adam Kay and MP Oliver Dowden on a?#DontSpreadTheVirus campaign.?</p> <div class="multimedia" contenteditable="false" entity-bundle="gallery_item" entity-id="35863" entity-type="news_components" select="Media"> <div class="multimedia-content" id="multimedia-content"> <div class="dialog_preview" contenteditable="false"> <div class="media-single-element-container"> <div class="media"><img alt="Covid misinformation" src="https://admin.thedrum.com/s3/files/styles/drum_media_normal/s3/screen_shot_2021-02-26_at_15.59.26.png?itok=31AFhGn6" /></div> <div class="clearfix">?</div> </div> </div> <div class="loading">Loading...</div> </div> </div> <p>While the fact 10 million people in England have been vaccinated is a cause for celebration, sadly, vaccine misinformation continues to get in the way of progress.</p> <p>And so Lord Ara Darzi, who leads the Imperial React Covid Surveillance Study Group, enlisted the help of two old friends, Sir Elton John and Sir Michael Caine, using humour to help them?get the message across.</p> <div class="multimedia" contenteditable="false" entity-bundle="gallery_item" entity-id="35867" entity-type="news_components" select="Media"> <div class="multimedia-content" id="multimedia-content"> <div class="dialog_preview" contenteditable="false"> <div class="media-single-element-container"> <div class="media"> <div class="media-youtube-video media-youtube-1"> <iframe allowfullscreen="" class="media-youtube-player" frameborder="0" height="374" src="//www.youtube.com/embed/8kHYUq0_0YQ?wmode=opaque" title="Sir Elton John and Sir Michael Caine encourage people to get vaccinated against coronavirus." width="498">Video of Sir Elton John and Sir Michael Caine encourage people to get vaccinated against coronavirus.</iframe></div> </div> <div class="clearfix">?</div> </div> </div> <div class="loading">Loading...</div> </div> </div> <p>“Everything roots back to insight,“ says Gillis.?“Humour?or hard-hitting? Both can be used to achieve what’s required at different times of the news cycle, but message and tone must always be appropriate to the audience, context and culture.“</p> <p>However, the ad?did face some criticism. Tom Laranjo, managing director at behavioral?planning agency Total Media, argued that it failed to address?the concerns of Black, Asian and minority ethnic (BAME) communities because it failed to acknowledge <a href="http://www.rechang.site/opinion/2021/02/18/you-can-t-just-blow-the-bloody-doors-why-the-nhs-vaccine-ad-misses-the-mark">the highly complex and individual issues many vaccine hesitants have</a>.</p> <p>Like the US, while overall Covid-19 vaccine acceptance in the UK is pretty high (85% of adults are very likely to get the jab), almost 10 million people are opposed, and those numbers are heavily skewed towards BAME communities.</p> <div class="multimedia" contenteditable="false" entity-bundle="gallery_item" entity-id="35864" entity-type="news_components" select="Media"> <div class="multimedia-content" id="multimedia-content"> <div class="dialog_preview" contenteditable="false"> <div class="media-single-element-container"> <div class="media"> <div class="media-youtube-video media-youtube-1"> <iframe allowfullscreen="" class="media-youtube-player" frameborder="0" height="374" src="//www.youtube.com/embed/6vDCgAdnjn0?wmode=opaque" title="#TakeTheVaccine campaign" width="498">Video of #TakeTheVaccine campaign</iframe></div> </div> <div class="clearfix">?</div> </div> </div> <div class="loading">Loading...</div> </div> </div> <p>At 9.56pm on Thursday 18 February, ITV, Channel 4, Channel 5, UKTV and Sky all took a simultaneous break from their programming to deliver an urgent message to BAME?groups. #TaketheVaccine featured famous faces from these communities who addressed various myths around the vaccine head-on.?</p> <p>“It’s not to take anything away from the guidance and voice of doctors, but we’re offering an alternative,“ claims Samir Ahmeh, managing director at Media Hive.?“Celebrities can also be influential – they have a platform to spread the word. They also have lived experience. They are the people in the videos, they’ve had the experience. There’s a lot of taboo subjects that don’t get spoken about in households or between families, for cultural reasons. We hope it will blow the doors open for further conversations.“</p> <p>While MullenLowe has been working on Covid campaigns through the pandemic for the UK government, its executive partner Tom Knox says the team will soon begin work on a vaccine campaign. “The vaccine program has been going brilliantly. But we’re getting now into the time when the cohorts are getting really big, and so inevitably the proportion who are hesitant goes up.</p> <p>“So there will be a bit more of a role for comms that drive people because so far it’s been mainly influencer partnerships, as in the over-80?cohort the uptake has been over 90%. But as we go younger, it gets tougher.“</p> <h2><strong>Israel?</strong></h2> <p>As the country with the?highest?vaccine rollout rate, Israel?has got?a lot of things right. However, after surging ahead in the race to vaccinate its population against the coronavirus, Israel is now blaming online misinformation for a sudden slowdown in the campaign.??</p> <div class="multimedia" contenteditable="false" entity-bundle="gallery_item" entity-id="35872" entity-type="news_components" select="Media"> <div class="multimedia-content" id="multimedia-content"> <div class="dialog_preview" contenteditable="false"> <div class="media-single-element-container"> <div class="media"> <div class="media-youtube-video media-youtube-1"> <iframe allowfullscreen="" class="media-youtube-player" frameborder="0" height="374" src="//www.youtube.com/embed/tfiLHNtaXhM?wmode=opaque" title="??? ??????! ???? ????? ?? ?????" width="498">Video of ??? ??????! ???? ????? ?? ?????</iframe></div> </div> <div class="clearfix">?</div> </div> </div> <div class="loading">Loading...</div> </div> </div> <p>It is therefore stepping up efforts to combat?disinformation, <a href="https://www.independent.co.uk/news/as-vaccinations-lag-israel-combats-online-misinformation-israel-vaccinations-israelis-population-misinformation-b1802267.html">with?anti-vax sentiment threatening the country’s?lead</a>. Beyond setting up a team to fight fake news on vaccines,?Israel’s Health Ministry has launched a major online campaign.</p> <div class="multimedia" contenteditable="false" entity-bundle="gallery_item" entity-id="35873" entity-type="news_components" select="Media"> <div class="multimedia-content" id="multimedia-content"> <div class="dialog_preview" contenteditable="false"> <div class="media-single-element-container"> <div class="media"> <div class="media-youtube-video media-youtube-1"> <iframe allowfullscreen="" class="media-youtube-player" frameborder="0" height="374" src="//www.youtube.com/embed/oZ2JpJ3GrMQ?wmode=opaque" title="??? ????? - ?????? ?????" width="498">Video of ??? ????? - ?????? ?????</iframe></div> </div> <div class="clearfix">?</div> </div> </div> <div class="loading">Loading...</div> </div> </div> <p>?</p> <p>It has also enlisted dozens of Israeli social media influencers to help it promote immunization alongside the?campaign. Released?on Valentine’s Day, it included one influencer presenting his?girlfriend?with a small box presumed to?contain?an engagement ring. “Will?you get vaccinated with me?“?he asks instead as she opens the box to find a vaccine?vial.??</p> <h2><strong>Australia?</strong></h2> <p>While it has coped well with the?pandemic this far, Australia has not been immune to misinformation, with its <a href="https://www.theguardian.com/world/2021/mar/01/australian-myth-busting-unit-established-to-take-on-covid-misinformation">federal government silently setting up a ’myth-busting unit’</a> to address the spread of false information.</p> <p><a href="https://www.theguardian.com/australia-news/2021/feb/26/australias-covid-vaccine-rollout-errors-cancellations-and-missed-deadlines">Despite being slower to start its vaccine rollout,</a> at the end of last month, in a bid to boost vaccine confidence down under, the Australian government introduced the first phase of its?$24m advertising vaccine campaign.</p> <div class="multimedia" contenteditable="false" entity-bundle="gallery_item" entity-id="35868" entity-type="news_components" select="Media"> <div class="multimedia-content" id="multimedia-content"> <div class="dialog_preview" contenteditable="false"> <div class="media-single-element-container"> <div class="media"> <div class="media-youtube-video media-youtube-1"> <iframe allowfullscreen="" class="media-youtube-player" frameborder="0" height="374" src="//www.youtube.com/embed/0AssZJ0N2Ls?wmode=opaque" title="COVID-19 vaccines – How vaccines work" width="498">Video of COVID-19 vaccines &amp;ndash; How vaccines work</iframe></div> </div> <div class="clearfix">?</div> </div> </div> <div class="loading">Loading...</div> </div> </div> <p>Split into three phases, the first is designed to reassure people that Covid-19 vaccines have been put through a world-leading independent approvals process, ensuring both their safety and efficacy. The second phase will provide rollout information, while the third will inform people how and where to get vaccinated.</p> <p>“It is more important to be?factual and?evidence-based?to get the necessary trust?on?the messaging instead of couching information and being superficial in communication,“?insists Josi at Havas Life Sorento. “The fact that these are?life-saving?vaccines or?medicines,?the authenticity of claims should be of the highest order.“</p> <p>Australia’s campaign will be fronted by senior health professionals to inspire confidence, worded in a way to help answer any questions people may have.</p> <p><strong>Check out <a href="http://www.rechang.site/topics/health">The Drum’s special health hub</a>, which examines how the key players – from health agencies to pharma firms to brands – are doing their part to return the world to normality.</strong><br /> ?</p> Mon, 01 Mar 21 12:00:00 +0000 Imogen Watson http://www.rechang.site/news/2021/03/01/how-do-you-convince-anti-vaxxers-get-vaccinated-covid-comms-around-the-world 同同女女性恋爱视频