To ensure healthcare workers could feel all the love and gratitude surrounding them, we decided to leverage the power of social media to rally the community and invite them to share their ‘thank you’ messages.
To get the public’s attention, we created a short video, filmed during lockdown, following three real frontline workers on their rides to work receiving a surprise call from a COVID-19 survivor, who shared his touching personal message of thanks with them. This emotional film captured the hearts of viewers, prompting them to share their own messages of thanks via the DiDi’s website.
These heartwarming messages were then illustrated and turned into a gallery of digital ‘cards’, which were then delivered to healthcare workers thanks to custom in-app notifications, every time they rode with DiDi Hero. The UGC cards were also shared by DiDi on their Facebook and Instagram, prompting further community engagement and thank you messages.