Two years ago today, I received my first call to script & coordinate a video, combining campus 'celebrities,' to deliver critical #COVID19 messaging. The approach became a cornerstone of our comms strategy, culminating today, with our mask optional release
With my past experience building the @MIGovernment digital footprint, and strong @MichiganStateU connections, the initial concept brought on-field and on-court coaches, and campus athletics leadership, together for a cause.
Following the video's success, efforts turned to further encourage our campus community to stay home and stay safe. Our ‘Silent Campus’ video stood as a stark and stunning reminder of the gravity of the situation in that first month of #COVID19.
As we reminded our audiences to stay home, it was important to also acknowledge the enormous contributions of the champions within our community that could not. Through both video & photos, we were committed to elevating the work of essential staff.
With warmer weather approaching, and attitudes around the initial ‘two weeks to stop #COVID19’ commitment waning, we were continuously seeking ways to get increasingly creative in communicating with our community…including incorporating comedy.
The continued absence of our larger community & the cancellation of summer orientations & tours made virtual education efforts key. We launched the Campus 101 series to offer highly visual and engaging ways to share resources and info with those far away.
Another crucial component of our #COVID19 communications strategy included the elevation of faculty experts. Through the #MichiganMinds podcast, @EricaColaianne coordinated sharing of insights from over 200 @UMich faculty through audio & video interviews publicengagement.umich.edu/u-m-researcher…
From empty to open, at the time, the excitement around a public-health informed Fall 2020 Return to Campus created the opportunity to bring the original ‘Silent Campus’ video approach full circle. Constant changes surrounding #COVID19 had other plans.
With our video messaging skills so well-honed, the production of weekly #COVID19 updates featuring U-M Chief Health Officer @PreetiNMalani and other leaders also became part of our portfolio. Each week offered new opportunities to convey critical messages.
Unfortunately, as we were seeing around the world, endless pandemic uncertainty began to unravel trust. Video once again was pivotal to making new attempts at authenticity, increasing transparency & giving our community a voice through vlogs & lives.
Nearly a full year into communicating #COVID19, debunking online and #socialmedia myths via video became a strong secondary aspect to our institutional efforts to educate everyone on accurate public-health guidance.
Visualizing student experience during the second year of disrupted graduation celebrations meant trying to offer hope through reflection, rather than forecast an unpredictable future. Nostalgia and strength served as pillars of our 2021 commencement video.
Now, seasoned veterans of #COVID19 comms strategy, we entered our 2nd fall semester amid a pandemic with a video style that combined the strengths of our experts with the authenticity of our interns. Enter my scripting of weekly interviews with @CamTurnr. youtube.com/playlist?list=…
In addition to public health, mental health and well-being remained top of mind as some students experienced college for the 1st time & others sought to re-connect following so much turmoil. To be the ‘Leaders the World Needs Now’ became a call to action.
With big games and high-risk events on the horizon, the power of our video-centric approach brought us back together with our rivals in EL. Packing up my team to collab with @TheRealSparty and create a message sent to both our campuses was a huge win.
The appearance of our video content in emails and stadiums wasn’t the only boost we needed. Come December 2021, the need to rally our audiences around the continued importance of keeping #COVID19 at bay through booster vaccinations was born.
Throughout the pandemic, while audiences were spread across the world, video also allowed us to help our community address critical issues and concerns beyond #COVID19. In June 2020, we went live to create a ‘Constructive Conversation for Societal Change.’
The sharing of platforms to elevate the voices of others is just one of many ways to make content more inclusive & impactful. Adapted for students, leadership & little Wolverines, we marked the 2022 observance of #MLKDay through emotional video reflection.
As we continue to navigate impacts of the pandemic, the importance of visual storytelling to increase accessibility & offer diverse perspectives continues to be paramount. As @LtGovGilchrist said in our recent interview, we have a responsibility to empower
If you made it this far, congrats – and shoutout to @_Titsworth, @Troy_Cini, @TheReelJerstin, @JayJasinski, @SkiffMital, @EBronsonPhoto, Kyle, etc) for helping bring so much of this to life. Fingers crossed we win a few @CASEAdvance awards 😉 End scene 🎬 nikkisunstrum.com
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