Using Social Media to Change Norms and Behaviors at Scale
The authors ask whether social media campaigns for health issues can break through the “noise” of the multiple messages that populate social media feeds, and if they do, how does the public’s “online life” translate to “real-life” behaviors? How can one measure the effectiveness and real impact of social media campaigns?
On Using Entertainment Media to Reach the SDGs and Using Social Media to Change Norms and Behaviors at Scale, the authors have brought together researchers, social media and edutainment industry leaders, policy makers from different sectors, donors, and partners implementing and designing these campaigns.
The key lessons learned from these discussions are:
- Social media — and edutainment — can help reduce frictions and barriers that are in the way of individual action.
- Social media, being social by design, relies on people’s identified communities.
- Social media campaigns can promote the download and sustained use of development apps, complementing offline interventions.
Last modified: June 2, 2021