When It's Over Campaign
When It’s Over is a social media campaign I co-created along with Cristi Dragan and Tushar Advani as an initiative to give back to my community during the COVID-19 pandemic. The purpose of the project was to share hopeful and uplifting messages which were much needed during the initial breakout of the global pandemic, which left many feeling isolated, and hopeless, especially after spending time on social media and consuming an overload of catastrophic news.
Challenge
At the very start of the COVID-19 global pandemic, social media users were overwhelmed by the amount of catastrophic news about the virus and about the consequences it is starting to have on the world as a whole. This left many feeling anxious and stressed after spending time on social media platforms, engaging in ‘doomscrolling’.
Solution
This was a campaign aimed at becoming a glimmer of hope and comfort for those who scrolled through anxiety-inducing news posts. The solution to this challenge was to create a registry of wishes and things people could look forward to when the pandemic is over. The main goal was to help people feel connected through the fear and anxiety the pandemic entailed.
Result
- 10,000 Instagram followers in 1 week
- 13,000 Instagram followers in 1 month
- 600 Romanian Lei raised through merchandise profits to help build a modular hospital for COVID-19 patients in Bucharest, Romania
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