This work was designed to show the unique value of finding people who share your interests and passions and how joining the people-powered communities within Facebook Groups helps you grow in ways you never could have alone. We wanted to reflect how Facebook Groups have become a vital hub for sharing self-care advice as the world collectively endured a global pandemic. But self-care is so much more than just fitness and meditation. So with crystals in-hand and a mantra in our hearts, we set out to tell the story of how the “Screw It, Let’s Talk Astrology” Facebook Group took on self-care, exemplifying More Together.
Over a year into pandemic living we saw Facebook Groups acting more like people-powered support networks than online communities. For the first time, we spoke directly to a young adult audience who were redefining the role social media played in their lives. This was a group uniquely harnessing the power of social media – in fact, they were so comfortable that they were “hacking” it to make it work for them.
What’s more, we saw the way our audience (Gen Z) was talking about and redefining “self-care” and we wanted to bring that to life in this film. We intentionally chose a storyline that was authentic to and prevalent within this Facebook Group and tried to harness the spirit of this community and their approach to self-care.
The topic of Astrology can also be a bit polarizing. Our team spent a great deal of time and care working with members of the group so we were not only representing their stories, but their practices accurately and with the respect it deserved. This group, being not only passionate, but knowledgeable, demanded we get it right within the script.
In the end our team learned a great deal about this topic, and about how this very special group comes together with their support, their energy and their approach to healing and self-care.
Designed specifically with the needs of young adults in mind, we wanted to make sure they understood our message that self-care was critical and they could find new ways to get it from Facebook.
