USAT Point Taken
USAT POINT TAKEN
Sea Monster was awarded funding from winning the U.S.-Africa Tech Challenge to combat vaccine hesitancy and misinformation in South Africa. To enable this, Sea Monster was to use their Lighthouse gamified campaign platform to run a campaign where users would be rewarded for engaging with educational content. One of the other winners of the U.S.-Africa Tech Challenge, AI-fluence, was to use the funding awarded to them to run an influencer campaign on social media to drive traffic to Lighthouse during the campaign.
The challenge was to counter the many sources of Covid-19 vaccine misinformation by offering clear, simple, memorable content from verified sources that would help South Africans feel confident in choosing to take the vaccine. From research done by both Sea Monster and AI-fluence, we knew that there were 4 areas of greatest need.
We produced custom content that was distributed on an instance of the Lighthouse platform branded as #PointTaken. Once registered ( Cell Number, Google or Facebook) users could access weekly content that included:
- Secret codes (directing to curated selection of 3rd party content)
Users were awarded coins, an in-game currency, for engaging with this content. These coins could be spent on buying competition entries for 2 weekly prize draws, one for vaccinated and one for unvaccinated individuals.