A good example here from the States about the power of video.
Here are two pieces of content that are part of campaign to encourage people to cook their turkey responsibly (without setting fire to the house!) at Thanksgiving. We don’t all have access to content quite as dramatic as this.
But compare this tweet (image, caption, handful of retweets and favourites):
— U.S. CPSC (@USCPSC) November 24, 2016
with this video:
— US Consumer Product Safety Commission (@USCPSC) November 22, 2016
and you’ll understand why coverage of the video has been huge in the UK, let alone the US.
The true success of the campaign will be a reduction in the number of fires this Thanksgiving. It will be interesting to see what impact this video has on people’s behaviour.