Rapid COVID social media campaign targeting young people has positive impact

A rapid social media campaign targeting young people between 20-30 ran for two weeks in September with great success. The campaign utilised tried and tested design created by Greater Manchester focusing on hands, face, space messaging and also used four news stories from trusted news publications highlighting  the potential consequences of not following guidance.

Through targeted social media advertising the campaign reached nearly 1 million young people from all of the nine local authority areas, who would not ordinarily engage with Council channels. Particularly encouraging was the fact that over 3500 young people accessed more information about the COVID-19 guidance in their area as a result of the campaign. The campaign also helped to gather some useful insight on the type of messages that are most impactful for young people. Across the board, messages about lockdowns and fines appeared to have more impact than the health implications messages for this audience.