I'm Dave Jones and you're reading my personal blog.  I started as a PR guy in 1991 and have been involved with social media's intersection with Marketing & PR since 2005. 



Currently, I'm VP, Social Media at Critical Mass.  I'm based in Toronto.


While I'll get in to professional topics here, it's worth remembering everything posted is my personal opinion and does not necessarily represent the views of my employer or its clients.

PRWorks.ca Archive

PRworks blog archive - All of my posts from December 2005 to February 2009

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Main | Inside PR #149 - Wednesday, February 4, 2009 »

Ministry of Health gets "viral" video

Disclosure: MOH is a client of H&K. Our firm is working on the PR for this program, but not the digital elements.

The Ontario Ministry of Health has launched a new mumps awareness program using an, ahem, "viral" video (couldn't resist) to get the message out to university-aged students to ensure they get a booster for this unpleasant ailment.

It's a little off-colour, uses some questionable language, is screamingly funny and is nothing like the cheesy videos we saw in health class when I was a kid.

As I've told many a client over the years, standing out in the online video space means you have to be laser-focused on your audience and be prepared to take risks that make you feel as uncomfortable as the guy in this video.

Reader Comments (3)

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@kaye for your new Viral class, @doctorjones had a great little post today: [link to post]

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February 5, 2009 | Unregistered Commenterpaullyoung (Paull Young)

I don't get it. What are mumps anyway? And why would a guy be in a bubble, fully dressed, and feel the need to drop his pants?

February 6, 2009 | Unregistered CommenterChris Clarke

I think there should have been a counter for all the viral puns that were made around the planning and shooting of these.

I've found in this space that a lot of clients are hesitant to take a chance on something less safe, but you're completely right. If you're not a little bit scared of the response, you're probably not going to get the response you want from this type of campaign.

Chris - I've never heard a joke that got better by explaining it, but the point of the video was to highlight the fact that mumps can cause testicular swelling - hence, the dropping of the pants and the ominous thud.

February 6, 2009 | Unregistered CommenterRyan Anderson

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