The objective of this campaign was to build awareness and affinity for the IBM Science for Social Good Fellowship program. Our Science for Social Good Fellowship program is an important scientific commitment and model of giving back — with science. In this program IBMers will work closely with organizations (NGOs, public sector agencies, social enterprises) that are on the forefront of big societal challenges to learn and take inspiration from the problems they are tackling. Our second objective was to showcase technology augmenting humanity, and how cognitive computing and data science help drive better outcomes to improve society.
To pursue our objective, we decided to showcase IBM's Science for Social Good Fellowship program by interviewing IBM Fellow Aleksandra (Saska) Mojsilovic- the founder and co-director of the IBM Social Good Fellowship program. Aleksandra (Saška) Mojsilovic was named an IBM Fellow in 2014. She manages the Predictive Modeling and Optimization group at the IBM T. J. Watson Research Center in Yorktown Heights, New York.
Our strategy was to work with cinematographers, designers, and social brand strategists to create shareable video content with adjacent content that tells the full story behind the IBM Science for Social Good fellowship program.
To create these videos, we utilized an in house team to plan, capture, edit and publish. To execute these videos, our in-house team conceptualized, planned and executed the shoots. This involved prep calls with the on camera talent to talk through flow and logistics.
We shared this campaign across the IBM Facebook, Twitter, Instagram and YouTube channels.
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