In any generation the key to engaging an audience is telling a compelling story. Today this is called branded content and branded journalism. For the sixth straight year, the Shorty Awards in New York recently recognized the best story-tellers in social media who compete on subjects that include art, entertainment, news, sport, video games and even health care. Nominees (individuals and organizations) are judged for their impact on Facebook, Tumblr, YouTube, Foursquare, Instagram, Vine and Twitter; it pays to be facile on Twitter because candidates are nominated through Tweets.
Since I work in health care, I wanted to highlight the winner in this category and demonstrate that good story-telling applies to any field. Congratulations to ZN team at hyperthinker, top-rated in the health category this year. According to its website, Break Dengue is a branded content initiative that was created in 2013 to combat dengue fever, a global neglected disease that affects the most marginalized populations and is now found in some of the world’s wealthiest countries. A major international public health concern, the World Health Organization says that about half of the world’s population is at risk from dengue.
The winners said, “With Twitter, we have taken a very different approach. @BreakDengue is not only focused on raising public awareness on dengue prevention, but also seeks out and has built many strategic relationships with dengue Key Opinion Leaders worldwide. These include experts from the pharmaceutical industry, certified medical professionals, healthcare analysts, educators, marketing professionals for the healthcare sector, activists, and other organizations that share our goal”
Here is their winning entry.
The opinions expressed in this blog are my own. My Twitter handle is Ronald Petrovich.