When It’s Over
March 2020 — Present | Global
Project Overview
When It’s Over is an Instagram project aiming to bring hope and togetherness to people worldwide who are facing the first Covid-19 lockdowns. The project crowdsourced messages from the community regarding the small things and dreams that will be resumed once the pandemic is over. As many individuals felt hopeless and scared by the uncertainty that the pandemic brought, the page was an escape and a way to stay hopeful for the future.
My Contribution: Content Strategy, Engagement Strategy, Partnership Outreach, Media Coverage
The Team: Thao Chi Vu, Tushar Advani
The Problem
In the beginning of the Covid-19 outbreak, social media was flooded with bad news and panic which caused higher levels of anxiety and depression among people. On top of that, the lockdowns enforced worldwide led to people feeling more isolated which had a strong impact on their wellbeing and mental health.
The Solution
Creating a compilation of all the wishes, hopes, and dreams that people around the world had for after the pandemic, helping the community focus less on the uncertainty of the situation and looking forward to the small things that will bring them happiness once things get back to normal.
Examples of Instagram posts created.
The Effect
10,000 Instagram followers in one week
13,000 Instagram followers after the first month
1,000+ Romanian Lei revenue from selling merchandise, profits donated to the construction of a modular Covid-19 hospital in Romania
57,000+ Instagram post shares in 3 months
1,600+ Instagram comments in 3 months
24,000+ posts saved by Instagram followers in 3 months
Special Campaigns
Aside from the classic posts crowdsourced from the global community, the project aimed to respond to other issues that were top of mind for our followers. That is how we ran campaigns to share resources about topics such as the Black Lives Matter movement, debunking toxic masculinity, feminism, and mobilizing young people to donate blood during the pandemic.
A guide to becoming a blood donor in Romania, created in response to the blood donor shortage due to the Covid-19 lockdown.
A series of posts to communicate the values of the Black Lives Matter movement during the summer 2020 protests. These posts were accompanied by a series of Instagram Story resources to educate the audience on the issue at hand and ways to help the BLM movement.
Instagram Stories Engagement
Using Instagram Stories was key for building an engaged community and facilitating the co-creation process. Through puzzles, open questions, challenges, and artist features When It’s Over gave followers the opportunity to be part of the initiative’s mission of spreading hope and kindness.
Examples of the followers participating in engagement challenges.