Talking to the guys behind Baltimore’s pretty great COVID ad campaign.
Within this circumstance, Adam Abadir, the communications director for the city’s health department, saw an opportunity to dispel misinformation and bolster all the work being done on the ground by, as he says, talking to people in their own language.I spoke with Abadir and Benjamin Jancewicz, a consultant for the health department who works on the COVID-19 social media campaign, about how it came about, meme culture, and why they chose those specific names for the characters in their ads.
We found that humor is a fantastic tool to deal with this kind of stuff, because when people are trolling us and saying these kinds of things, they’re already at a certain level where feeding them raw information isn’t going to get to them. But diffusing the situation and making them laugh actually works. And we have found—over and over again at this point—that sometimes when we are able to make our trolls laugh, we’re able to start conversations with people who would otherwise be our enemies.
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