Amid the outbreak of COVID-19, Qatar Foundation (QF) launched a campaign promoting the Foundation’s commitment to innovation and readiness in responding, proactively, to the unexpected challenges caused by the crisis. This campaign, which we named the Qatar Resilience Campaign (QRC), reflects the pivotal role of the QF community in supporting the country's resilience in the face of COVID-19. Our goal during this campaign was to highlight our togetherness and solidarity despite the ongoing pandemic.
The QRC was comprised of three main phases that spanned over the past five months. The phases adopted the themes of: education, mental health, creativity and our new normal, respectively.
The content plan ranged from website stories to branded artwork, competitions, and themed videos. The aim was to achieve a three-fold objective:
- Showcase our community’s achievements (raising awareness of the campaign)
- Spread thought leadership reflections on the pandemic (offering expert insights and inspiration)
- Encourage productivity and creativity through competitions and collaborations with international content creators (opening the door to our followers and audience to join in the conversation)
The QRC was an integrated campaign that involved many different team members across our organization’s communications department to work together in collaboration to share human stories, achievements, and sources of inspiration in order to achieve our objective.
Our content ranged from videos, website stories, quotes, engaging questions, polls, competitions, and audience curated content (which we re-shared on our platforms).
The campaign was a great success. Over 900 posts across all our Social Media channels i.e. Instagram, Facebook, LinkedIn and Twitter over the period of the past five months.
o 70.5 million impressions (number of times these posts have been viewed)
o 360K engagements (Likes, comments, shares, retweets etc.)
o 55.3 million video views
o More than 51.3K visits to our corporate website
The campaign was not only successful in terms of the results shared above, but also in its impact both within the QF community and on a national scale.
