Firework launches #sparkthejoy campaign to cut through the gloom of COVID-19

The global outreach programme will cover the US, India, Latin America, Europe, Japan and South East Asia

e4m by exchange4media Staff
Updated: Apr 27, 2020 9:27 AM

Short video platform Firework has announced the launch of #sparkthejoy campaign that has been designed to address issues of mental health related to Covid-19.

The campaign is a strategic outreach programme designed to encourage acts of kindness, spread the message of love and doing good that will spark positivity among people.

Covid-19 has caused unprecedented casualties across the world, triggering immense fear and stress, particularly among families of members who are at the frontline, fighting the war. The disruption that the pandemic has caused is likely to have an adverse effect in mental health among various sections of the society, including children.

#sparkthejoy is a Firework global campaign that will be implemented across India, Latin America, North America and Japan that will unite the Firework user’s community across the web and apps that carry the Firework content. Globally and in India, Firework works with various publishers, brands, creators who will partner in this campaign to help create awareness around the nuances related to mental health with Covid-19 pandemic. The content created for Covid19 awareness and through #sparkthejoy is available to anyone who wishes to use it on their web properties at no cost.

While Firework enjoys deep user engagement with exciting 30 second videos, data suggests that the engagement have more than doubled during the lockdown period. This campaign is deftly designed to use this engagement and derive better mental health and positivity for users. The platform has a well curated Covid-19 lineup that users can watch.

The campaign will see gamified programmes and challenges that will encourage people to do an act of good with the likes of kindness bingo. It will also have fitness challenges and milestones that can be taken up through the period. The campaign will also see a panel of doctors who will create 30-second videos on remedies that can be taken up.
News personality Faye D' souza will create ‘Good News with Faye’ meant to break the relentless chain of Covid-19 news on media.

#sparkthejoy initiative has helped Rambo Circus to raise money by using the 30-second video content created by the artists in Rambo Circus to generate awareness about the plight of the performers.

CEO Firework India Sunil Nair said, “While extended lockdowns are essential to flatten the Covid-19 curve, most of us are not used to such social distancing and therefore don’t understand how to react. All of this is alien to our lifestyle and that creates stress and anxiety. The global firework team have therefore built this campaign to spread the message of #sparkthejoy that is very essential to community living-help one another and to show that one act of kindness. Firework is blessed with an army of creators, publishers and partners who will participate in this campaign globally with the hope to make a small difference and bring that much needed feeling of joy in the time of this pandemic. We hope to extend the activation long after we overcome the current crisis. We believe that paying forward kindness is always needed by everyone in this world.”

The campaign will feature various celebrities, social commentators, corporate heads who will share their thoughts and encouragement to Firework users across the world.

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