Anna Young

From https://www.pexels.com/photo/smiling-man-in-doctor-uniform-17196833/ Credibility Over Virality In a world where social media is dominant, the success of a health campaign doesn’t depend on reach but, more importantly, on trust. With a few health communication efforts, from Fact Not Fiction’s sexual health education to the CDC’s Zombie Apocalypse campaign, the challenge is not creating enough attention but staying credible.  The Fact Not Fiction initiative showed how stra

Doing Good Meets Skepticism  Authenticity isn’t an option when it comes to the media landscape; it’s based on the currency of trust. The Dove case discusses and illustrates this tension perfectly. Dove is built on empowerment and authentic beauty, but consumers continue to question whether these ideals align with the company’s practices. This kind of skepticism shows a challenge of purpose-driven branding, and when a brand’s values clash with the perception of the public, the

When an institution is facing a crisis, the values of the decisions are reflected on the leaders. Across the cases of The September 11...