Awareness Day Promotion: Should You Be Using Videos?
In January of 2017, 36 percent of U.S. internet users watched online video content on a daily basis; and YouTube’s top 10 trending videosExit Disclaimer for 2017 garnered more than 633 million views collectively, up by 83 million compared to the previous year. That’s a lot of views!
The Centers for Disease Control and Prevention (CDC) “encourages the strategic use of online video-sharing sites to effectively and inexpensively reach individuals with personalized and targeted health information.” So, as popular video platforms - like Google Sites (which includes YouTube), Facebook, and Yahoo Sites – continue to grow, they are becoming vital communication channels for important information about HIV/AIDS resources and awareness days.
“The Black AIDS Institute is preparing for the next generation of the Black HIV/AIDS response and video is a priority in how we engage our communities in digital conversations. Whether it's talking about access to health care, reaching Black gay and bisexual men, sharing voices of Black trans women, or the importance of self-care, our video-based engagement has set the precedent to grow our efforts. Stay tuned for exciting announcements!”PHILL WILSON, PRESIDENT AND CEO, BLACK AIDS INSTITUTE
Based on our experience supporting national HIV/AIDS awareness days, here are the HIV.gov team’s tips on why video could be a part your promotion and outreach activities.
Why Videos are Effective
We recently made the case that videos can be very effective for delivering content and engaging target audiences. An example of the power of video is how they can be used to promote involvement in HIV/AIDS awareness days. For these events, videos can:
- Make an emotional connection
- Use storytelling to put a personal face on an issue
- “Show” instead of just “tell”
- Increase understanding of an issue
- Foster discussion about an issue
- Empower people to share your content
- Reach people on their mobile devices
- Increase awareness of and confidence in an organization
Nine Ideas for Using Videos for Awareness Days
- Create promotional videos to raise awareness for the day, encourage action (like getting tested), or promote an event.
- Example: I Got Tested at Walgreens for National HIV Testing DayExit Disclaimer (2016)
- Example: World AIDS Day 2017, Black AIDS InstituteExit Disclaimer (2017)
- Use video as a tool for digital storytelling and showing the personal side of an issue.
- Example: HIV.gov’s Positive Spin campaign and related videos
- Example: Logo’s campaign: What is it Like Living with HIV/AIDS? Fill in The Blank (2017)
- Film leaders and/or key supporters of your organization talking about the importance of the awareness day or event and actions individuals can take.
- Example: HHS’s World AIDS Day Message from the U.S. Surgeon General (2017)
- Example: Indian Health Service HIV/AIDS Program Coordinator Rick Haverkate talks about the importance of getting tested and treatment options available (2017)
- Example: Hydeia Broadbent for National Women and Girls HIV/AIDS Awareness DayExit Disclaimer (2015)
- Develop a montage of video clips that show your work throughout the year; play it during in-person events and promote it on your website and/or social media channels.
- Stream a live video of your event - or, for large events, a panel conversation with key participants - using Facebook LiveExit Disclaimer or other live streaming channels.
- Create a “motion graphicExit Disclaimer”, or animated video, to create a video without the expense of a crew and filming equipment. Motion graphics can also be used walk someone through a process or action on your website, such as making an appointment on your website or searching for nearby HIV testing locations.
- Encourage individuals to upload their own videos in support of an awareness day (if they are sharing them via their personal social media networks, remember to ask them to include a unique hashtag).
- Use tools such as Instagram’s BoomerangExit Disclaimer or Photoshop’sExit Disclaimer GIF maker to create a GIF (an extremely short video that usually doesn’t have sound) to raise awareness or increase engagement; have someone in the video hold a sign with brief text and/or a hashtag to communicate information quickly.
- Use Instagram or Snapchat to share video stories from the day or create a custom geofilter for your audience to use in their images and videos. These tactics can keep audiences engaged and updated throughout events and increase engagement in awareness days.