How influencers can give public health the Stanley Quencher treatment 

There is finally consensus on the crisis of unregulated social media and its impact on children’s mental health. political traction It’s worth it. But the road to regulation is long, and we must now harness the viral power of these digital ecosystems for public health.

Thanks to Stanley Quencher, an unexpected viral sensation whose once-inconspicuous water bottle is now all over TikTok feeds, we’ve got a playbook on our hands.

Stanley has transformed itself through strategic partnerships with social media influencers to persuade consumers to purchase amazing products. worth $750 million 2023 Stanley Cup.

of$16 billionThe global influencer marketing industry is often portrayed as churning out videos solely for profit. But many creators see their audience as a community and their online presence as a means to do good. This is something we saw firsthand at Harvard T.H. Chan School of Public Health.Creators Summit on Mental Healthlast year.

What mental health content creators likebryce spencer jonesandsasha hamdanihas fostered a digital-based community that provides shelter and solidarity in a time of increasing isolation. Their community gives them respect, appreciation, and even influence for their contributions to the community and its mission.

In an era when young people’s rights are increasing,News and informationVideos from social media and videos tagged #mentalhealth have racked up tens of billions of views, demonstrating the undeniable demand for mental health information on these platforms. The creators of are ready to help public health disseminate evidence-based science that better serves our collective well-being.

Spencer Jones, Hamday, and the other creators who worked with us at Harvard showed us what is possible when public health and creators collaborate. It’s a better online health information ecosystem. More equitable access to health information. and real-world policy changes.

We find that when we provide creators with access to experts and evidence, just as we do with physical community leaders, they create more evidence-based health content. I did.

Our firstField study on TikTokWe found that creators who were exposed to health communication toolkits were significantly more likely to share evidence-based content compared to creators who were not exposed to these materials. Additionally, creators who accessed our material actually saw their content get millions more views on TikTok than ever before.

Creators also provide a much-needed vehicle for driving our nation’s society.$24 billion a year in public investment in academic health researchBeyond the ivory tower to a place where young people get information. In a world where access to health care is fragmented and inaccessible to vulnerable populations, creators provide a valuable pipeline for public health to connect and serve those most in need.

And finally, collaboration between scholars and creators offers a way to encourage policy changes that protect public health. We saw this in action last year when New York became the first state in the nation to restrict children’s access to over-the-counter diet pills and muscle-building supplements. These products have been linked to eating disorders and other mental health issues, and this victory for public health was a result of:Years of painstaking advocacy.

But it might not have happened without itLast-minute public pressure campaignThe program, created by the program’s creators at Harvard University, generated more than five times as much support from voters and messages to state representatives as past public health campaigns for similar legislation.

This idea is certainly uncomfortable if you think of influencers solely as advertisers. But if you look past that discomfort and watch these creators’ girlfriend TikToks or their Instagram reels, you’ll find passionate public health advocates. Seen and trusted by millions of people. Who can tell their story in a way that moves people to improve the health of their communities? We don’t just sell Stanley water bottles.

Kate Speer is a marketer, mental health advocate, and content creator. Amanda Yarnell is senior director of the Center for Health Communication and lecturer in the Department of Social and Behavioral Sciences at the Harvard T. H. Chan School of Public Health.