Meta
Art Direction
Content Creation
Campaign
Digital Design
Problem
The pandemic led to a seismic shift in how people access health information and healthcare services. Meta and cross-industry leaders came together to share insights from the past two years to share innovative approaches in using technology efforts to advance public health, and provide information to government officials and health organizations around the world.
The R&CO Approach
Meta engaged Regej & Company to create global campaign assets and messaging using content creators. Kenzo Hamazaki from Brazil, Kateryna Beilobrova from Ukraine, and Carmen Casado from Spain ideated, executed, and delivered eye-catching cause focused ad assets made for Meta’s platforms and using Meta’s social impact creative best practices. Regej & Company worked on the creative direction of the assets, along with messaging to drive action to produce Meta’s Social Cause Toolkit. The toolkit was shared with Meta’s health partners from around the world both virtually and in-person—assets were specifically used to help drive action and awareness around three social impact causes across Meta’s platforms: the importance of childhood immunizations for Instagram, blood donations for Facebook, and mental health awareness for Whatsapp.
The final result was a digital awareness campaign and social cause toolkit used worldwide with an official launch and release at Meta’s Inaugural Health Summit, attended by health partners, ministers, and by thousands around the globe.
In-Person Activation
As an extension to Meta’s virtual Health Summit and complimentary to the World Health Assembly’s annual summit in Geneva, Switzerland, Meta hosted a reception for officials and ministers from around the world. Regej & Company partnered with Muster—an experiential agency in London—to deliver on a live activation that included artist Kateryna (Kat) Bielobrova’s participation. Regej & Company provided creative direction for the live activation which featured Kat painting a live replica of the illustration she had produced for the Social Cause Toolkit. The activation highlighted the toolkit by driving action to download the assets while at the reception using a QR code. A digital snapshot of Kat’s live painting was delivered to attendees following the event as they were encouraged to post and circulate this on their social media platforms.
