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Communications Solutions - Marketing for Outdoor Health

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Baptism by Fire: Using Social Media During a Natural Disaster
Report by www.solutiongroup.ca




 

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Baptism by Fire: Using social media during a disaster to introduce a health tool

 

 

 

 

 

 

 

 

 

 

 

Followers retweeted our message.

Messages were shared through #kelownafires hashtag, where much of the social media conversation was happening.

As time passed and people became more familiar with messages connecting poor air quality with health symptoms, we introduced more information about Canada’s Air Quality Health Index and how it can help protect their health.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Increased awareness of Air Quality Indices promoted through tweets, hashtag use, and re-tweets of air quality and health messages.

    BACKGROUND: The BC Ministry of Environment has a mandate to show British Columbians how air quality affects their health and how Canada’s Air Quality Health Index (AQHI) can help protect them.

Contracted to increase awareness of the relationship between air and health, and the AQHI within BC, the team at Communication Solutions focused on the challenge of making “air quality and health” relevant to residents who live in an area of the country known for its pristine landscapes and generally good air quality.

We had already identified Twitter as a relevant social media tool to share health messages related to the AQHI and drive visits to www.airhealthbc.ca and had established AQHI Twitter accounts.

OPPORTUNITY: The 2009 forest fires in the BC Okanagan region not only posed a health threat to people most at risk from air pollution, they also created a “teachable moment”. Within hours of the first fire in Kelowna, and mounting fear from memories of the devastation caused by the 2003 wildfires in BC, social media platforms such as Twitter and Facebook were abuzz with questions, comments and advice on what to do and where to go.

We maximized this opportunity by using existing AQHI Twitter accounts to draw attention to the relationship between air quality and health and provide relevant messages about management of health symptoms – when people needed it most.

Our primary audience was people in the Okanagan who were active online and using Twitter, their followers and media outlets in BC that were following online conversations about the forest fires – all for their ability to help spread the message to those most at risk from air pollution.

Our goal was to maximize the potential of the social media channel Twitter during the fires to;

1) Increase awareness of the connection between air quality and health, and
2) Increase awareness of the importance of activating personal health plans related to symptoms arising from poor air quality.

As is often a key consideration in social media success, we first monitored the Twitter conversations, and then joined in to contribute to the online dialogue.

Within the first few days of tweeting information about the fires, the AQHI Twitter accounts gained many new followers (more than double) and were tracking re-tweets of our message as well as mentions in various traditional media platforms (print, online and radio). Also, the #kelownafires hashtag, created within the first 48 hours of the fires breaking out, was used in hundreds of posts daily. We noticed that more than 50% of these tweets were focused on evacuation notices and alerts, as well as health and travel information however few Twitter conversations were focused on poor air quality or the AQHI health management tool. By recognizing this and acting quickly, we were able to maximize online outreach while air quality was of increased personal relevance to our target audiences.

Through constant participation on Twitter, we increased engagement and managed content provided by air quality, health, environment, emergency response and media partners.

In the beginning, social media conversations on air quality did not include reference to the AQHI as a health management tool. Solution: We inserted the AQHI into #kelownafires conversations, shared frequent advice and calls to action to visit the Air Quality Health Index website, and posted credible health and Ministry of Health related resources at airhealthbc.ca

We also knew the number of followers would increase or decrease quickly depending on how much they trusted the information being provided by the AQHI Twitter accounts. Likewise, pre-approved AQHI health messages did not relate to acute conditions such as intense smoke. Solution: We liaised with the health authority to include AQHI messaging in their “smoky skies” communication program distributed via their website, air quality advisories, news conferences and media interviews, aligning both tweets and web content with information being issued by the Health Authority. By monitoring conversations attracting the most interest, such as the BC Wildfire Centre and #kelownafires, we re-tweeted timely and accurate information as it related to health and air quality.

Changing fire conditions and locations required round the clock monitoring. Air Quality Advisories were being issued and rescinded by the BC Ministry of Environment continuously. Solution: We tweeted as new fires erupted and as Air Quality Advisories were posted or rescinded, pointing followers to their community’s page on www.airhealthbc.ca for health management messages. We encouraged web visitors to activate personal health plans if they were experiencing symptoms and to follow @kelownaaqhi on Twitter for up-to-date information.

Finally, the Air Quality Health Index reports current and forecasted local air quality conditions that did not always reflect the smoky skies that people were experiencing. Solution: Rather than report the Index number, we focused on tweeting health messages and calls-to-action to seek medical advice or activate personal health management plans.

RESULTS: The use of Twitter during the 2009 forest fires in British Columbia supported increased awareness and understanding of air quality and its effect on health.

The Medical Health Officer of Interior Health credits the use of these social media tools as having a significant health protective value. View his recommendation letter here.

Media monitoring through Google Alerts and media websites suggest that tweeting of the messages related to air quality, health and the AQHI were not only being shared, they were reported accurately by the media throughout the region.

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Results also included increased promotion and referrals by 3rd parties such as the BC Wildfire Centre, who learned of Index through social media.

 

Many credible 3rd party organizations hosted links to the airhealthbc.ca website – a result of information being sent out on the Twitter account @kelownaaqhi during the fires.  These 3rd party referrals, as reported through Google Analytics included the Canadian Broadcasting Corporation, the BC Wildfire Centre, Tourism Kelowna, City of Kelowna, Interior Health, the British Columbia Provincial Emergency Program and the B.C. Lung Association.

 

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Likewise, this program resulted in an increase in daily visits to the Province’s Air Quality and Health website www.airhealthbc.ca of more than 2,500% in a 7-week period.

In keeping with the overall social marketing goals, messages shared via Twitter during the BC 2009 Wildfires aligned with and supported healthcare and air quality partners who were committed to communicating about air quality and associated health risks.

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