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.
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.
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.”