Malaysia's health ministry uses TikTok to raise vaccine awareness

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MyHealthKKM, the education health division of Malaysia's Ministry of Health, has tied up with TikTok to raise public health awareness for mass vaccinations and provide accurate information about COVID-19. The campaign features informative live streams from public health experts and healthcare professionals to address key concerns Malaysians have during the pandemic. As the nation ramps up on vaccination efforts, the campaign hopes to address vaccine hesitancy and key concerns Malaysian have by featuring informative live streams from public health experts and healthcare professionals.

Through the #KitaJagaKita hashtag, TikTok users are able to get up-to-date information and government guidelines on various topics including the latest COVID-19 case numbers, updated standard operation procedures and changes in National Plans. According to TikTok, the hashtag currently has 478.7 million views. Separately, the Ministry of Health has also shown support for the #KitaJagaKita campaign through PSAs and news in bite-sized, engaging videos on its official TikTok channels.

Meanwhile, across the border, the Singapore government also created a gamified branded effect on TikTok in July this year to encourage youths to get vaccinated. As part of Gov.sg's vaccine education campaign, #IGotMyShotSG, the effect allows users to challenge one another to determine the best "COVID Slayer". The game also weaves in bite-sized vaccine-related facts to encourage users to get vaccinated.

As part of its efforts to have a safe and informed community during the pandemic, TikTok introduced in-app educational PSAs on COVID-19 related hashtags and an additional video reporting category for misleading content. According to the company, these initiatives are in tandem with global partnerships with key public health organisations such as the World Health Organisation, the Centers for Disease Control and UNICEF on vaccination drives and to promote responsible behaviour during the pandemic. TikTok also has a COVID-19 information hub with frequently asked questions and answers about the virus and vaccines, as well as tips and guidance on staying safe.

Separately, TikTok is now a popular platform for advertisers as more businesses shift to embrace digital marketing during the pandemic. Over the past year, TikTok has worked with a variety of brands such as WWF for The “Score For Tigers” campaign, KOKA for its #GetBougiewithKOKA” campaign to change consumers' perceptions on instant noodles and Pomelo to empower young women to embrace their personal styles with positivity.

Photo courtesy: 123RF

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