Case Study: Department of Health engages young adults and promotes safe socialising with Pluto's #Antiviral campaign

Department of Health launches Antiviral in 6 months with Pluto

The Department of Health in Ireland faced the challenge of communicating critical public health guidelines to young adults during the COVID-19 pandemic. The department, working with vendor Pluto on a public health campaign, needed to empathetically encourage 18-24 year-olds to socialize safely and suppress the virus, especially as this group felt excluded from the conversation despite being heavily impacted.

Pluto implemented the two-phase #Antiviral campaign. The solution was agile and responsive, first partnering with 16 top Irish content creators to interview health officials and share personal stories across Instagram, TikTok, and other social platforms. For the second phase, Pluto created a mini-documentary featuring young adults sharing their personal experiences with COVID-19 to convey the virus's severity. The Pluto campaign successfully empowered its target audience and reframed the public health conversation around empathy.

Department of Health