Marketers aim to deliver the brand message to a wide audience. By achieving that goal, the content has to go viral and to max out on likes and shares on social media. Viral marketing is a technique to spread message quickly by capturing large number of people’s attention.

Regram is Instagram’s version of retweet. It allows Instagrammers to repost contents they desire. Repost assists campaign to grow the community and boost exposures.

Singapore Hospice Council (SHC) successfully used Instagram as a dynamic tool to create awareness about the importance of hospice care. #LendYourInstagram campaign went viral earlier in May this year. With only 8,501 followers, the video received more than 500,000 views and 800 comments in less than 48 hours.

#LendYourInstagram campaign aims to encourage audience to show concerns and to improve the quality of life-threatening illnesses patients. The 1-min video shows an elderly man relaying a message on a A3-sized paper with handwritten words on:

“My days may be numbered but my blessings are plenty.

“I want to live before I leave, which is why I’m among friends, family, and knowledgeable caregivers in surroundings that give me comfort and hope.

“Not everyone knows about hospice care. You can help someone else, simply lend us your Instagram and help share our message of care, love, and hope.”

The elderly man smiled warmly at the end of the clip and touched the hearts of many Singaporeans. The simple yet meaningful video posted by SHC on May 7, gained many attention and positive comments. Many Singaporeans commented and inquire on how they can contribute to SHC.

According to a Singaporean survey done by SHC, 50% of Singaporean do avoid the taboo of discussing about death with their loved ones.

Singapore Prime Minister, Mr. Lee Hsien Loong, repost the video content on his personal Instagram. He inspires the citizens to support our loved ones with love and care.  

Social media is the next word-of-mouth (WOM). Audience are likely trust the contents or recommendations online by their followers (aka family and friends) over any forms of advertising. Repost feature draws attention, generates trust and it opens direct line of communication between the content creator and audience.

Audience received the message that SHC is trying to deliver and I believe SHC will be on their mind when they come across hospice care. Have you watched the video yet? Do leave a comment and share with me what are your thoughts on hospice care! Cheers!

P.S. Follow SHC Instagram page (@singaporehospice) to get daily dose of cute videos of the elderly and find out the stories about the lovely caregivers.

#LiveWellLeaveWell #LendYourInstagram