Tom Keefe

Spirited Communication

Category: humor

When Humor Helped Spread Serious Information About the Flu

February 10, 2018 /

Americans are suffering through the worst flu outbreak in a decade, and the deaths associated with flu are no laughing matter. But can communication professionals use humor to encourage people to take positive actions to stay healthy and limit the flu’s impact?

That’s exactly what I did during a different challenging flu outbreak: the 2009 H1N1 (Swine Flu) pandemic. This is an example of how to bring “Spirited Communication” to an organization. “Spirited” is defined as “full of energy, animation, or courage.” It takes courage to share potentially unnerving information with employees or customers, but creativity and humor can make the information easier to consider—and more memorable.

The 2009 Swine Flu pandemic was particularly alarming because, in addition to the very young and very old who more typically have critical reactions to influenza, Swine Flu strongly affected even previously healthy young adults. It was akin to a previous H1N1 influenza virus that in 1918-19 infected 500 million people worldwide and killed tens of millions of them.

Companies like VW Credit, Inc., where I worked as a communications specialist, considered how to inform employees about the steps to take to lessen the spread of H1N1. I met with the company’s business continuity manager to strategize a communication plan for sharing information about H1N1 without striking fear in healthy employees.

As I reviewed material from government and private health organizations, my creative energy sparked. H1N1 was nicknamed “Swine Flu” because the virus strain originated when a previous combination of bird, swine and human flu viruses further combined with a Eurasian pig flu virus.

My idea was to create a series of emails from “famous swine,” who joined forces to battle Swine Flu through dissemination of tips and information related to prevention and treatment. The information in the emails would then be used in a contest at the end of the campaign. By reading and keeping the emails, employees would continue to review and absorb the information, while enjoying the messages sent by “famous swine” including:

  • Wilbur, the pig from the novel, “Charlotte’s Web,”
  • Arnold, the pig from the 1960s television show, “Green Acres,”
  • Jasper, one of the Three Little Pigs, and
  • Miss Piggy from The Muppet Show.

Click image to read the .PDF version

The emails contained links to practical information regarding how to prevent and treat flu. I also posted basic health information such as the importance of washing hands to prevent the spread of infection in common areas.

It became clear from employee feedback that they found the campaign to be highly entertaining and informative.

More than 12% of employees participated in the final contest to answer a 10-question quiz on Swine Flu prevention and treatment.
 

Click image to read the .PDF version.

I was gratified to hear from several employees who said the campaign’s humorous approach made them more aware of the importance of preventing the spread of H1N1, while lessoning their fear. The campaign brought home the bacon!

How could this approach be used on the current flu outbreak? Think of a series of superheroes who fly to companies, schools or other groups to share tips for preventing the spread of influenza. They could promote flu shots and preventive treatments with a phrase such as, “We flew in to knock out the flu.”

Another Take on Parental Expectations

June 18, 2017 /

While participating in the creation of videos as a corporate communications professional, I learned how to write and deliver polished lead-ins. It was one of many skills that I wanted to help my children to develop, and I looked for opportunities to share my knowledge “for their good.”

When an opportunity presented itself during a family vacation to San Diego, I learned a valuable lesson regarding the potential pitfalls of parental expectations. It’s a fitting topic to share on Father’s Day—and is even more poignant for me because my wife and daughter were the ones who recently shared their perspective of the experience with me.

During that week-long trip, my 12-year-old son, Kevin, and 10-year-old daughter, Caitlyn, showed a great deal of interest in using the family’s new Sony Handycam digital video camera to record portions of the vacation from their perspectives. Other than when I cautioned them not to dangle the video camera outside of whatever vehicle we were sitting in while they shot video segments, I thought I gave them great freedom to enjoy the experience of videotaping our vacation moments.

That was until I reviewed their first recordings. Their rapid camera movement during shots of the San Diego Zoo made me more nauseous than any live carnival ride I had ever taken. Their stopping and starting recordings of people mid-sentence and thought caused flashbacks of my past drunken revelry and long-forgotten, very forgettable and regrettable, barroom conversations.

“They can do better than this,” I thought. “All it will take is a little coaching.”

Then I had an amazing idea. Why not turn this haphazard video recording into a family vacation video project? That would bring much-needed focus to our recording efforts—and give me the chance to showcase my talent as a communication coach and video “expert.” Oh yeah, and the kids will love it!

Surprisingly, Kim and the kids were much less excited about the family video project than I expected. Well, all I needed to do was to get one of the kids involved, and the rest of the dominoes would fall quickly into place, right?

My immediate choice was to work with Caitlyn on what would be the video intro. Caitlyn was a natural who enjoyed being videotaped and had a good, natural presence on camera. She was her communication daddy’s little girl!

Well, she was no “one-take wonder,” and I was a less-than-encouraging coach. She started pretty well on her first take: “Welcome to SeaWorld. I’m going to take you…I’m going to take you on a tour today.”

‘OK, a slight flub,” I thought. “We could take it out in post-production, but why not have her get it right now?” I kept the camera recording as I said, “Ok start again and say, ‘Hi I’m Caitlyn Keefe’ and then say what you said just now. Look right at the camera.”

Appearing slightly annoyed, but still game, Caitlyn started Take Two: “Hi, I’m Caitlyn Keefe and we’re at SeaWorld, and I’m going to be your tourist.” “CUT!” I nearly yelled, but instead said, “Tour guide, Caitlyn. Two words.”

My voice tried to hide my frustration, as I said, “Do it again now, real good, all together now. Look at the camera while you’re doing it. With a smile!”“Hi, I’m Caitlyn Keefe and I’m going to be your tour guide, and we are in California, San Diego, and I’m going to show you around SeaWorld.” I panned away to show the entrance, then back to Caitlyn. I fed her the next line: “So let’s get started.”
“So, let’s get started,” Caitlyn said with a smile while she spread her arms wide at her side. It either was a pose of excitement or resignation—I still can’t be sure.

Caitlyn, Kim and I recently watched this video. Caitlyn’s comment afterward: “Well, now I guess we know why I never became an actress—I thought I wasn’t good enough!” Although she was half-joking, Caitlyn and her mom have continued to bring up the “coaching session”; so I know it did bother them.

That is the lesson that I want to share on this Father’s Day. We have such a short window of time to be the primary teachers of our children. Our ability to help guide them and support them quickly becomes contingent on our relationship with them.

The Christian bible states, “Fathers, do not provoke your children to anger by the way you treat them.” It is wise advice that can keep the all-important parent-child relationship open. We cannot communicate to loved ones if they close their ears to us.

In recent years, I’ve made efforts to hold my tongue so that one of my children can share something with me. When I do that well, I gain important insights into their world, their struggles, and their concerns.

That hasn’t always been easy for me and my controlling personality. On this Father’s Day, I’m glad that I can call “Cut!” on myself and give myself another take in the action adventure that I call, life.

It's National Find A Rainbow Day!

It’s National Find a Rainbow Day!

April 3, 2015 /

Ok, this is an “unofficial” holiday, but who doesn’t like rainbows?

The skies are projected to be cloudy around Chicago today, so I don’t hold out much hope for a rainbow here. Bring some joy into my day by sending a photo that you took of a rainbow.

Read more about National Find a Rainbow Day.

Even rainbows get their own day!

Even rainbows get their own day!

Redbox created a spoof "Petbox" ad as an April Fools' Day hoax. No pets were harmed in the making of this spoof.

Maybe We’re Wising Up About April Fools’ Day

April 1, 2015 /

Today is one of my least-favorite days of the year.

In the United States and a handful of other nations, it is “April Fool’s Day,” a non-holiday when people play practical jokes and hoaxes on others. It has become a day when companies try to gain some free publicity by disseminating fictitious stories on social media and through traditional media.

Ever since a fellow third-grader placed a tack on my seat, I’ve seen pranks and hoaxes as opportunities for mean-spirited, insecure people to try to make themselves look better by causing someone else to look foolish.

I feel fortunate that coworkers at my current employer don’t play April Fools’ pranks on each other. As I’ve told some of them, I don’t appreciate practical jokes or the people who try them.

How do I feel about companies that use this day to promote themselves through some outrageous activity or message? That depends on how well they execute the message.

The best that I’ve seen today are Redbox’s Petbox and CERN’s “discovery that the Force is real.”

These hoax “news items” are humorous, but not at the expense of others. And some effort was made to support the hoax with fun graphics.

Do you think that I should lighten up, or do you agree that most April Fools’ Day pranks and hoaxes do more harm than good?

Redbox created a spoof "Petbox" ad as an April Fools' Day hoax. No pets were harmed in the making of this spoof.

Redbox created a spoof “Petbox” ad as an April Fools’ Day hoax. No pets were harmed in the making of this spoof.

CERN released a press release stating that its resarchers have used the Large Hadron Collider to confirm the discovery that…the Force is real. Again, I appreciate the humor and the fact that no one's self-esteem takes a hit because of this hoax.

CERN released a press release stating that its resarchers have used the Large Hadron Collider to confirm the discovery that…the Force is real. Again, I appreciate the humor and the fact that no one’s self-esteem takes a hit because of this hoax.

FORE! Drilling Communications Best Practices Into My Family

August 8, 2006 /

I’ve sometimes had to be creative in linking a thought or experience to a communication lesson or principle. It’s worth the effort in this case, so that I can tell you about how I accidentally drilled my 10-year-old daughter in the butt while golfing last week.

My wife and I had bid on a golf package offered at our church’s annual silent auction—and won. It covered greens fee and cart for a foursome at the same golf course where my company holds its annual charity golf outing. We decided that it would be fun to take our 12-year-old son, Kevin, and daughter, Caitlyn, for an afternoon of non-competitive golf. It had to be non-competitive because my wife had only golfed one other time, my kids were beginners, and on my best day, I have a bad day in terms of golf shots.

Communication lesson #1: Explain the rules clearly and before your son decides to tee-off. My friendly conversation with the starter turned ugly when my son decided that he was ready to tee-off—without waiting for the elderly gentleman who was about 75 years away on the near fairway, taking his second shot. As Kevin’s ball whistled past the elderly golfer, the starter began to yell, “Tell your boy to wait until the golfers are out of range!” I was so rattled, my subsequent tee shot dribbled about 20 yards.

Communication lesson #2: Establish the proper order for tee-shots. How many times have the best communication ideas gone flat because someone decided to jump out of order and messed up the timing or message flow? In this case, as the only member of the foursome who was hitting from the back tees, I should have hit first, while the rest of the foursome stayed behind me until after the shot. Their failure to do so resulted in Communication lesson #3.

Communication lesson #3: It doesn’t help to yell “fore” after the ball has tattooed your daughter’s rear-end. Yes, crisis communication needs to be ready in advance. In this case, my family had decided to take positions on the front tee before I had shot from the blue tees behind them. I was upset that they didn’t know the basic rule of golf etiquette that tells you to stay out of the way of a golf shot. I was about to say that, when my wife started driving herself and Caitlyn toward the rough on the right. The cart was moving slowly away from me, and was a little over 100 yards away, when I decided to tee off.

It was my hardest tee shot of the day, and it sailed straight toward the cart carrying my wife and daughter. Kevin said he yelled “fore,” but I was mesmerized, watching the perfect trajectory of the ball as it traced the path of my wife’s cart, and then caught it. We heard a loud crack that I thought was the sound of the ball bouncing off of the cart. But when I saw that my wife was hugging my daughter, I rushed over in my cart. Somehow, the ball had cleared the golf bags and the cart frame, and had struck my daughter’s butt on the fly. Kim was muffling Caitlyn’s cries, which was good, because anyone who would have heard Caitlyn crying at full throttle would have thought that we had amputated her leg without anesthesia. That gets me to the final point.

Communication lesson #4: People don’t want to hear facts when they are hurting. As it became clear that Caitlyn would survive the golf “spanking,” I grasped for words to express my feelings. Unfortunately, my feelings were less than sympathetic. “That’s why proper golf etiquette tells you to stay behind someone about to hit the ball,” I said, in as kind a tone as I could muster. In retrospect, I probably should have been clubbed myself for that comment.

Anyway, after some more hugging (with me reminding them that we were holding up the foursome behind us), we continued. My family stayed a respectful distance behind me on every shot that followed—even the putts. My daughter eventually forgave me, and stopped trying to hit me with her golf ball. My son enjoyed the day, because he constantly out-drove me and sometimes out-putted me.

My wife is still trying to figure out why she bought me golf clubs for Father’s Day. Next year, I get a tie, or something else equally soft.

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