COVID-19 is reshaping the daily lives and behaviors of people around the world. As individuals and groups, we all play an important role in stopping the spread of the disease. A global response is taking shape with health authorities, governments and citizens working together to share relevant, up-to-date and actionable information to change behavior. 

After scanning communication initiatives for COVID-19 prevention, we noticed a significant target group rarely addressed in these efforts: teens. Teens are a distinct target population with unique attitudes, beliefs, and lifestyles, all of which influence their behavior. In these unprecedented times, teens are navigating challenging circumstances – their schools are closed, college plans upended, and their social lives interrupted with physical distancing as the world races to ‘flatten the curve.’ The future is more uncertain, and for teens this is causing a growing sense of mixed emotions. Many are feeling frustrated, nervous, concerned or just plain bored. 

Recognizing the gap in targeting teens, Changeable, Fluyt and PlotStudio teamed up to develop messages designed for teens about ways they can prevent infection and transmission in small but significant ways. Our aim is to create a series of animated shorts reflecting the reality of teen sentiments and lifestyles, helping them change their behavior to prevent the spread of COVID-19.  

With the first animated short, we place technology up front. Hours spent on phones can be a source of risk if they’re not kept clean. In this animation, the phone is the object of interest, and our key messages are embedded using chat boxes simulating popular digital platforms like WhatsApp®. We also acknowledge the importance of peer influence, showcasing a sibling or friend telling a peer to clean their phone. These intentional choices serve a purpose to reach and inspire behavior change among teens with simple, doable and impactful actions. 

Special thanks to teens that shared ideas for the clip: Arjan, Grace, Trevor, Eli, Ryan, and Jillian. 

Strategy: @Changeable 

Creative Concept: @FluytDesign

Animation: @PlotStudio

We expect to create more materials like this. If you are interested in learning more about the project, or joining our creative team, reach out anytime. Stay safe. 

#FlattenTheCurve #SafeHands #BeatCorona