Department of Health: Awkward Conversations Project

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While the Department of Health isn't what you'd consider a traditional nonprofit, other organizations could learn a thing or two from its YouTube content campaign, The Awkward Conversations Project.



The Ministry of Health has commissioned the help of many influential YouTube vloggers to create videos on topics that are uncomfortable for teenagers, such as sex, drinking and other ways to lead a healthy lifestyle.

According to EConsultancy , the DOH campaign has produced stunning results:

Ten videos have been viewed nearly four million times (3,974,897 views).
They got 135,707 likes on YouTube, only 1,740 dislikes (according to YouTube's average engagement rate, the average number of dislikes for this video would be around 9,945 dislikes).
The campaign's pre-roll CTR is 7.4% (compared to YouTube's benchmark of 1.5%).
All videos that made it into the top 50 most popular find investor through investor database videos on YouTube on the day they were uploaded.
The lesson here is to reach out to influencers for help with your content. We can’t be happy geniuses all the time, so when those moments of creative juices aren’t flowing, you know it’s time to bring in some help.

Need more help with content marketing for nonprofits? We've got you covered!
On the Platforms blog, we have lots of resources to make sure your content campaigns and other nonprofit campaigns are in shape!

6 Social Media Management Software Tools for Nonprofits
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What other organizations do you know of that have successful content marketing campaigns? Add them in the comments below!

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