Ymilia Adv

Facebook's ad titled "We're never lost if we can find each other," released on April 1, 2020, is all about connecting people and promoting the use of Facebook's platform to stay connected with loved ones. It features people from all over the world using Facebook's various features that, include Facebook posts and video calls to communicate and stay connected amidst the pandemic. The message is clear: no matter how far apart we are physically, we can still stay connected and find each other through Facebook. The advertisement aims to cater to individuals who are looking for ways to stay connected with their loved ones during the COVID-19 pandemic. The ad targets people of all ages and backgrounds, which implies that Facebook is a platform that can be used by anyone regardless of age or location as well as individuals who are looking for ways to stay updated on the latest news and events. The products advertised to the target audience may not necessarily be good for them, as excessive use of social media platforms can have negative effects on one's mental health. However, the ad does not encourage the overuse of the platform and only encourages people to use it to stay connected with their loved ones. As observed, it does not show any indications or intentions of manipulation. Instead, it captures viewers' attention by using emotional storytelling and a relatable message. The ad shows how people from all over the world are using Facebook to stay connected during the pandemic, which is a relevant and relatable topic for many individuals during those times. According to a study by Abbas et al. (2021), social media usage has increased significantly during the pandemic, it was discovered by the researchers a significant increase on the use of social media was observed since the pandemic began. Another study published in the JMIR Publications in pediatrics and parenting, found that social media use can have positive effects on mental health, such as reducing symptoms of depression and anxiety (Vaingankar et al., 2022). With this in mind, the overuse of social media platforms can have negative effects on mental health, while the video advertisement promotes the use of Facebook as a platform to stay connected with loved ones during the pandemic. This advertisement serves as an effective tool for promoting social connectivity during unprecedented times due to its effectiveness in non-contact interactions.

References:

Abbas, J., Wang, D., Su, Z., & Ziapour, A. (2021). The role of social media in the advent of COVID-19 pandemic: Crisis management, mental health challenges and implications. Risk Management and Healthcare Policy, 2021(14), 1917–1932. https://www.dovepress.com/the-role-of-social-media-in-the-advent-of-covid-19-pandemic-crisis-man-peer-reviewed-fulltext-article-RMHP

McGill, B. (2020, April 1). Facebook COVID-19 film delivers the message that “we’re never lost if we can find each other.” Branding in Asia Magazine. https://www.brandinginasia.com/facebook-covid-19-film-delivers-the-message-that-were-never-lost-if-we-can-find-each-other/

The video advertisement entitled "Sama-sama sa Distansya" made by Globe PH released on April 17, 2020, showcases the importance of social distancing amidst the COVID-19 pandemic. It begins with a message from a woman narrating regarding emphasizing the significance of staying at home and being responsible for our actions during the peak of the pandemic crisis. The female narrator talks about how things are given distance, how hardships are felt during the time of suffering , and that we can find happiness on simple moments just as well. The ad then transitions to different scenes showing how people can still connect with each other while maintaining a safe distance. The intended audience for this advertisement is primarily the Filipino people, especially those who have access to Globe's products and services. The message is directed towards the general public to raise awareness of the importance of social distancing in curbing the spread of the virus. This includes individuals who are working from home, students studying online, and families staying indoors to prevent the virus from spreading. The promotion of any Globe's products or services was not implied. Instead, it focuses on the message of social responsibility and how everyone can contribute to flattening the curve of COVID-19. There are no forms of media manipulation present in the ad. It is a straightforward message that aims to educate and inform the public about the importance of social distancing. The ad's ability to capture the attention of viewers lies in its simplicity and relevance to the current situation. The use of real-life scenarios and relatable situations makes the message more compelling— adds credibility to the campaign. The ad explicitly gives the importance of social responsibility and solidarity during the pandemic with the unequal impact of COVID-19 on marginalized communities and the need for collective action to address these disparities (Stok et al.,2021), all the while with its unique presentation on social distancing as a way of contributing to the common good and preventing the spread of the virus.

References: 

Globe. (2020, April 18). Heartwarming globe digital film shares message of hope and connection amid isolation. Globe Newsroom. https://www.globe.com.ph/about-us/newsroom/corporate/connection-amid-isolation.html#gref