In 2019, the world is more divided than ever - except when disaster strikes. Ad Council found through qualitative research that disaster is one of the few times people put aside biases and come together.
At Facebook, we found hundreds of communities in Facebook Groups that proved that point and told two of the most inspiring stories in a branded content, two-part docuseries. In partnership with digital natives, CNN’S Great Big Story and one of the fastest rising storytellers, Jay Shetty (24 million followers, appearances on Ellen and Red Table Talk) we created mobile first videos that asked the question, ‘why does it take a disaster to bring us together?’
At Facebook, we found hundreds of communities in Facebook Groups that proved that point and told two of the most inspiring stories in a branded content, two-part docuseries. In partnership with digital natives, CNN’S Great Big Story and one of the fastest rising storytellers, Jay Shetty (24 million followers, appearances on Ellen and Red Table Talk) we created mobile first videos that asked the question, ‘why does it take a disaster to bring us together?’
Case Study:
Part 1: Hurricane Harvey - Houston, TX
Facebook Community: Sisterhood of Salaam Shalom
Women from Muslim and Jewish communities unite during Houston’s most devastating natural disaster.
Facebook Community: Sisterhood of Salaam Shalom
Women from Muslim and Jewish communities unite during Houston’s most devastating natural disaster.
Part 2: Pulse Tragedy - Orlando, FL
Facebook Community: The Reformation Project
Two religious leaders from very different congregations unite after one of the nation’s biggest hate crimes.
Facebook Community: The Reformation Project
Two religious leaders from very different congregations unite after one of the nation’s biggest hate crimes.
Testing and Optimizing Messaging:
To make sure we got this important message to resonate with as many people as possible, we created 4 different intros for Part 1. Each intro focused on a different motivator. (Jay Shetty himself, Love Has No Labels messaging, disaster and challenging assumptions) We found that Jay Shetty and challenging assumptions resonated with the widest audience and so we adjusted our media behind those videos for both Part 1 and Part 2.
Created with some talented people at Facebook.