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Advertising campaigns, especially in the public sector, often involve concepts and messages the average person already knows. For most of us, messaging campaigns aren’t to teach people something new; it’s to get them to adopt a behavior or practice they already know they should.

In this session, we’ll go through two social media campaigns, one about wildfire prevention and the other about suicide prevention, where people didn’t just consume—they acted. From rapping TikTok stars to hijacking Instagram environments, this session will inspire and change how you use social media in your public awareness campaigns.


Adam Durfee
Global Social Media Director