Beat The Virus

Public health messaging through social media [Archived]

Research

How could we deliver trusted public health information to millions of people in engaging ways in the pandemic’s very noisy early days? Our answer – #BeatTheVirus (#BTV) – was a social media campaign that provided online influencers with scientifically vetted public health messaging and leveraged data analytics to target underexposed audiences online. We developed #BTV with a coalition of experts in public health, data analytics, media and marketing aimed at empowering people with critical information and resources they would need in their fight against COVID-19. Established in March 2020 as the pandemic emerged in the United States and running for 6 months, the campaign received more than 625 million impressions and 5.5 million engagements across Instagram, Facebook and Twitter. The campaign’s focus was to communicate – primarily through social media influencers – science-grounded messaging on proven public health practices in a manner that was publicly engaging (through creative communications) and dynamically distributed (through best-in-class analytics) across all audiences.

Social Media Analytics  , Communication, Social Media, Influencer Dynamics, Design, Public health

Home     >     Research     >     Beat The Virus

Media

|

More Research

All Research

Anthology

An AI interface that turns raw conversation audio into interactive maps

Research

Communication, Conversation Visualization, Sensemaking, Data Visualization, Civic Engagement

Dialogue to Decision

An LLM-Powered Framework for Analyzing Collective Idea Evolution and Voting Dynamics in Deliberative Assemblies

Research

Large Language Model, Generative AI, Civic Engagement, Deliberative Assembly, Deliberation

Voice to Vision

Supporting decision makers in effective and efficient constituency-informed, AI-supported decision-making. Communicating how constituen...

Research

Communication, Sensemaking, Civic Engagement, Participatory Research, Deliberation

DisCourse

A curated social experience that transforms dinner between strangers into an opportunity to reimagine how we listen, speak, and share

Research

Conversation Facilitation, Civic Engagement, Listening, Design, Art

FRONTLINE Social Dialogue Network

Archived

Over 40 young people participated in a social listening experiment exploring how personal experiences build bridges to better understanding current events and creating mo

Pilots & Programs

Conversation Facilitation, Civic Engagement, Media Literacy, Journalism, Artificial Intelligence, Youth Engagement, Youth Dialogue, FRONTLINE PBS, Cortico

realtalk@Boston

A new civic infrastructure in Boston grounded in dialogue as a way to building “civic muscle” of democracy

Pilots & Programs

Research, Sensemaking, Conversation Facilitation, Participatory Research, Listening