Inside: Red FM's Care Karona campaign

Social Samosa takes a look at Red FM's Care Karona initiative while understanding the shift in their social media strategy as they create COVID-19 awareness.

As people stand in solidarity to stop the spread of coronavirus, the virus of fake news & misinformation has become equally deadlier. RED FM’s ‘Care Karona’ initiative was launched to spread authentic information, on-air and across their digital channels.

With the outbreak of the pandemic, the brand rolled out a print initiative, suggesting how the ad was released by a team entirely working from home. The campaign was then extended across their social media platforms.

Insight

The campaign stemmed from the fact that a lot of population lacks authentic information and fall prey to fake news.

Nisha Narayanan, Director & COO, RED FM & Magic FM shares, "While COVID-19 has adversely affected various industries, health has become a major concern in creating scare and panic. We realized there is a huge population that lacks authentic information about safety precautions around Coronavirus. We decided to launch the ‘Care Karona’ campaign leaving no stone unturned in spreading the right information."

Conceptualized by Wunderman Thompson the campaign intended to spread the message in a manner that sounds interesting and engaging.

Interview with medical experts, RJs doing 20 seconds speed links in their shows that highlight the importance of hygiene, taking-up WHO’s ‘Safe Hands Challenge’ and giving Work From Home to their employees - RED FM's Care Karona campaign attempted to cover touch points.

Narayanan further highlights, "As the Corona pandemic strikes, it is of great importance that those who are at the bottom of the chain are also protected and safeguarded. With radio having last mile connectivity, this initiative will help us to reach out to a wider set of audience to spread across our message."

The campaign is being carried out across all of the markets Red FM is present in with the RJs speaking to local authorities in a bid to spread authentic information.

Digital Strategy

"From WHO’s hand wash challenge to spreading information about new quarantine facilities and medical help, our RJ’s are also getting requests from Indians who are abroad and want to reach out to the ministry to help them", shares Narayanan.

The brand further initiated logo posts to showcase support for social distancing along with Live videos, topical posts, and general engagement initiatives.

Also read: Inside: Gillette Venus’ portrayal of ‘strong women’

Red FM collaborated with the overnight sensation, Jammu Police Rapper banking on the police officer's virality.

Live Videos

Live video form a very integral part of the brand's social media strategy. All of their RJs go Live on Facebook at designated time slots, each speaking about different topics - from ideas on how to spend the lockdown to concers & motivating users to contribute to the PM Cares Fund.

The Care Concert

Until April 11, The Care Concert organized by Red FM & T-series formed a major chunk of their content plan. From celebrity bytes to artist line up, the radio station urged viewers to tune in.

Celebrity Factor

From Salman Khan to Ali Fazal, the radio station got a number of stars to share their two bits urging people to Stay In. This also overlaps with their efforts of marketing The Care Concert, giving celebrity presence across their social media handles a high ratio.

Red FM majorly banks on a high dose of celebrity & varied content formats, ranging from Live RJ - Celebrity Interviews to music albums and The Care Concert.