World Physiotherapy

Global Congress Campaigns

Case Study:

Video highlights across 3 global campaigns

  • Three global campaigns

  • Content themed around congress events held in Geneva and Dubai

  • On location editing to live stream content during the events

  • Pivoting the creative strategy during the COVID19 pandemic

  • Delivering member focused content which aims to represent the diverse and global community

  • Delivered over 28k views across video content

Who is World Physiotherapy?

World Physiotherapy (WP) is a global membership organisation aiming to further the physiotherapy profession and improve global health. Their work is essential to levelling the playing field for physiotherapists (PTs) around the world, working across huge disparities in resources, understanding of the profession and access to healthcare. 

The work:

Hack Creative has been WP’s content partner since 2019. We have sourced stories from physios working in war zones, caring for amputees, and those with life changing injuries. Around the globe there are huge cultural and religious considerations when working in healthcare. This can mean some communities do not trust medical professionals requiring a hugely sensitive approach on how issues are presented to support different audiences. 

Campaigns are structured around key themes highlighted during the World Physiotherapy Global Congress. The first was held in Geneva, the next was re-imagined online during the pandemic and the third took place in Dubai.

  • Strategising with the in-house comms and marketing team to turn their goals into great video content

  • Coming up with creative solutions to find compelling stories on the ground during each three day event

  • Post-production planning to connect with key industry leaders from across the organisation and facilitate their content agenda

  • Navigating a multi-language community adapting filming styles to facilitate interpreters where needed

  • Live editing content to be broadcast during the event to audiences of up to 4k delegates

  • Producing content to specific briefs to work across multiple platforms and social media

  • Engaging with a membership audience of more than 600k during and following the event

  • Producing specialised and scientific content in a visually engaging way

  • Producing evergreen content to support ongoing messaging and content initiatives

Results:

  • 27k video views on YouTube

  • The 2021 live streamed opening session had 1.2k views

  • 2.8k social media posts using #worldphysio2021 - driven by the ‘send us your selfie’ campaign

  • ‘Physiotherapy and the COVID-19 pandemic’ video feature had 3.8k views

  • Huge audience response online and during the events

What the client said:

“We’ve worked with Hack Creative since 2019. Sarah and her team have been great to work with. They have been responsive to our ideas and offered creative solutions to improve our engagement with our audiences.

“We’ve been impressed by the team’s calm and professional approach, the pace at which they work, and their ability to flex to meet requirements or situations – without compromising quality.” Freya Rodger, Head of marketing and communications, World Physiotherapy 

“Hack Creative's innovative use of both prerecorded and live video content helped bridge the gaps between the global physiotherapy community when physical connections were impossible. The videos were not only authentic and emotionally engaging but also provided a sense of hope and optimism. They reminded our participants that despite the current challenges, better days were on the horizon.

“Hack Creative played a crucial role in making our online congress a meaningful and memorable experience." Jonathon Kruger, former CEO, World Physiotherapy