How to engage youth in public health in 5 months. The "Public Health Guardians" case study

What is the project about?

"Public Health Guardians" is a communication campaign aimed at attracting specialists to the field of public health. The project highlights the importance of this sector in the face of modern challenges, including war, environmental disasters, and the rise of infectious and non-communicable diseases.

It highlights professional opportunities for young specialists and showcases career development prospects in the public health sector.

The campaign was implemented with the support of USAID as part of the "Building a Resilient Public Health System" project.

Commissioned by the "Radnyk" PR agency, the Tyshchuk Digital HUB agency took on the development of the content strategy for promotion and support.

What were the objectives?

Reach 1,120,000 young people aged 18 to 25 on digital platforms (YouTube, Instagram, Facebook, Telegram)

Popularize professions in the public health sector and build a positive image for the industry

Engage the student audience through relevant content on social media and video formats

Implement an effective content strategy across YouTube and social media platforms including Instagram, Facebook, and Telegram, featuring video, static posts, stories, and integration into student communities

Achieve high engagement and organic reach

Build a network of proactive students and postgraduates to serve as project ambassadors

We got to work. Here is what we did:

Phase one

Developed a digital communication strategy, including audience analysis, behavioral modeling, competitive research, and the definition of key campaign messages. We also established the project's tone of voice and visual identity.

Phase two

Launched a YouTube channel and set up accounts on Instagram, Facebook, and Telegram. Optimized all pages and channels for their target audiences. Collaborated with the client to develop various video formats and launched them on YouTube. Adapted video content for different platforms. Created a content calendar and began publishing posts to raise awareness.

Phase three

Active promotion and audience engagement: implemented SEO for content, responded to comments, and conducted polls. Began integrating into online student communities and collaborating with educational institutions, as well as specialized pages, groups, and channels on Instagram, Facebook, and Telegram. Launched advertising campaigns on Facebook, Instagram, and YouTube to expand reach.

Phase four

Analyzed performance and adjusted the content strategy based on results. Tested new engagement formats.

Results and achievements

The "Public Health Guardians" project became a prime example of successful content promotion in a highly specialized niche.

Thanks to an effective content strategy, targeted advertising, and integration into online communities, the campaign exceeded its reach goal by 3.6% (1.16 million) in just under 5 months.

Using a variety of content formats (posts, videos, stories) across different digital platforms also helped maximize reach and maintain audience attention.

Post-campaign research revealed that the project not only attracted new followers but also fostered an active student community.

The field of public health is now perceived as modern and promising. Furthermore, there are instances where graduates have pursued careers at the Centers for Disease Control and Prevention after watching videos on the "Public Health Guardians" YouTube channel. This confirms that well-structured communication can do more than just inform—it can influence the career choices of young people.

Overall, the work performed has shifted the perception of Public Health Centers; they are no longer seen as "closed institutions" but as open and engaged participants in public life.