The Cheering Bandage by Facebook – A bandage with gratitude

COVID-19 health workers are constantly battling this deadly virus from the frontline. To prevent themselves from bulky goggles, masks, and protective gears, the health workers use small 5X2 cm bandages. The Cheering bandage campaign aims to deliver these bandages with special handwritten messages printed on each of them.
 

 
The campaign used a great amount of technology to make this happen. Rather than using manual methods, Facebook used advanced AI to derive the optimal results by analyzing the target and mixing media.

How it works

Step1. Participation instruction was announced on Facebook and Instagram
Step2. Messages in handwritten notes, direct messages, GIPHY stickers, and AR selfies came through
Step3. Those messages were safely printed on to the Cheering Bandages
Stpe4. A total of 400,000 Cheering Bandages were delivered to healthcare workers nationwide
 
The instructions for participating in the campaign were announced through Facebook and Instagram. Thousands of handwritten messages, Direct messages, and AR selfies came in, resulting in 40,0000 cheering bandages being produced from 1,530 cheer messages. The campaign took 17 days and got a huge social media appraisal as the campaign video received over 4.1 million views and 16,000 likes and comments.
 

Credits
Client: Facebook
Campaign:
Advertising Agency: Innocean Worldwide, Seoul, Korea