While the media spread panic about the AH1N1 pandemic, the Red Cross wanted to remind people to remain calm, while still sending a message of prevention. That’s why we created Cadadoshoras.org (everytwohours.org) a service that sends people an alert every two hours simultaneously, through Twitter, Facebook and email, reminding them to wash their hands. Through print, TV, web banners and unpaid media tours we promoted the site. Users received the alerts by signing up via their Facebook, Email or Twitter account. Every alert consisted of a video of a celebrity telling a joke while they wash their hands. The message was simple, if we take the proper precautions, we can all relax and avoid the panic that a health crisis like this can create. More than 100 local celebrities such as rappers, soccer players, grammy wining artists, politicians, world boxing champions, anchor men and even the island’s Governor joined the cause. The campaign has generated more than 500,000 views on YouTube and has been covered by every major news programme on the island.

First a digital platform was created that enabled us to send the video alerts simultaneously to Facebook, Twitter and e-mail. The celebrities where then contacted and filmed in a staged bathroom. Through print, TV, web banners and unpaid media tours we promoted the website everytwohours.com. Overnight we had hundreds of subscribers, because we received more celebrities than we expected; celebrities where still being filmed as the video alerts were already being sent. As we kept on revealing new video alerts the media took on the story and talked about it almost daily. Subscribers shared the videos with friends and posted them on blogs. So did the celebrities, who voluntarily became ambassadors of the project by convincing their celebrity friends to join the cause. Because we had so many celebrities we were able to provide the video alert service for 2 months.

An innovative digital alert system was created. More than 100 local celebrities, including Grammy winning artists, world champion boxers, and the Governor were part of this effort. Most of them were not contacted by us, they came because they heard about the project from fellow celebrities, the media, blogs or social networks and wanted to be part of the project. These local celebrities have the same stardom and importance to us as Obama, Chris Rock, Beyonce and all other US celebrities. The campaign generated more than 500,000 views on YouTube and has been covered by every major news programme on the country. As a result we ended up with an unconventional, but very effective, PR campaign.