MINISTRY OF HEALTH
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MINISTRY OF HEALTH
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Management of social networks
Communication strategy
For the needs of the Ministry of Health, in 2022 we designed a creative campaign with the aim of raising awareness about the new reality of life with the coronavirus, especially among young people, which is on TikTok brought great video view numbers.
After completing a successful campaign, in 2023 we were selected to participate in the design of a more comprehensive year-long project Ambassadors of Health, where we raised awareness among users of social networks about the harmful effects of alcohol and smoking, the importance of mental health and cancer.
Before starting the two campaigns and managing the Ministry of Health's social networks, we first followed the desire to design more accessible profiles that are closer to users. We achieved this both by redesigning the graphics, which presented the information more clearly, and by upgrading the texts, which encouraged user involvement and ensured a more relaxed tone of communication.
With the introduction of numerous videos posts with health ambassadors we followed the global trend of social networks such as Instagram, TikTok and Facebook, which was also known by the good results of the posts.
The results speak for themselves
12570
average views of TikTok videos
1 million+
of reached users
2,4 million+
of post impressions
+47%
followers on Instagram
The Uninvited Guest campaign
The primary goal of the campaign was to make the public aware of adapted life with the coronavirus and to call for responsible behavior - despite the fact that legal measures for this purpose no longer existed.
Since younger users represented the main target group, we decided for a humorous approach to communication on platforms where young people hang out the most.
In addition to the existing social networks , we opened a new TikTok profile Ministry of Health and set about selecting influential individuals who effectively addressed young people in particular. With a series of numerous short video episodes, we created humorous stories, which we enriched with informative and educational content.
Entertaining content that, despite the emphasis on humor, subtly contained all key communication messages was additionally supported by financial leasing on social networks.
As a result, we achieved top results, as the content had more than 2,4 million impressions, and the average reach of video content on the new TikTok profile swung over 12.570.
Health Ambassadors campaign
With the selected 3 health ambassadors, each of whom covered their content pillar, we prepared the content design of digital activities and publications that supported the ambassadors' activities on
For the needs of the first content pillar, which covered the harmful effects of alcohol and tobacco, we focused mainly on younger users in cooperation with musician Challet Sallet. By preparing relevant content, relaxed communication and recording short videos, we effectively raised awareness about the issue and at the same time built a database of younger followers.
The center of the second content pillar was mental health, which was represented by a celebrity TV presenter Melani Mekicar. We supported the rich range of activities on social networks, using similar tactics as in the first pillar, where by dispelling myths and disseminating facts, we raised awareness in a relaxed way about the importance of mental health.
The third substantive pillar covered cancer awareness and called for preventive examinations. Existing materials of the ambassador of health and actress Tina Gorenjak we adapted it for effective communication on social networks, and at the same time we designed a new idea concept that is beautiful rounded off the entire campaign.
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