Question 1: How each of these 3 steps/strategies are targeted in both, the LEGO and the Government of Canada social media videos? • Step 1: The LEGO video isn't solely created for the objectives of the LEGO company (e.g. promoting LEGO toys). Instead, it contains messages concerning health and safety issues during the COVID-19 pandemic. · Step 2: The LEGO video targets children as its primary audience. The video is animated. The character, tone and style of it cater to children's interests. As a result, children are more likely to watch it to the end and listen to the message patiently. · Step 3: To effectively communicate with children, the LEGO video also uses simple language and conversation between animated characters to explain the definition of COVID-19 in a way that children can comprehend easily. Moreover, it made a short song suggesting what to do to stay safe ("Hand, Elbow, Face, Space, Home"). It also helps children to remember the message of the video easily. · Step 1: The Government of Canada(GOC) videos aim to communicate with people living in Canada and raise public awareness of the importance of vaccination. • Step 2: The target of GOC videos is parents with children, but we can argue that it targets almost everyone in the country concerning the health of their loved ones. The footage includes messages like "It's time for kids to make memories again, with families and friends, teammates and peers. Help protect your child and those around them." And it uses video footage of children participating in social activities without facial cover. Parents hope their children can be healthy and live unaffected by the pandemic. Thus the content of the video addresses parents' needs and effectively promotes vaccination. · Step 3: The GOC videos don't talk about how vaccination works or the scientific explanations behind vaccination because many people cannot understand this type of knowledge or be persuaded of the necessity of vaccination in this way. This is a barrier. However, the GOC videos evoke the audience's love and care for their families since people always worry about their families' health. This approach is effective.
Question 2: What is the intention for behavioural change behind both, the LEGO and the Government of Canada social media videos? The LEGO video and the Government of Canada social media videos use behaviour change theories to intervene in public health during the pandemic. They intend to prompt human behaviour change so that people accept new routines and social norms that keep them safe. Their intention is to improve the well-being of mass audiences. Question 3: Do you think the intention behind the initial social media strategy that inspired the creation of both videos was achieved? What are your bases/evidence for thinking so? The LEGO video maybe partly achieves the intention behind the social media strategy. The video might not reach many kids because not every kid is a fan of LEGO. But parents are likely to play this video for their kids to