Growing social media for The Union

The Union, the global tuberculosis and lung health research charity, commissioned ZPB to provide day-to-day support for social media and online channels as well as leading social media planning and delivery for their annual international TB conference – the largest in the world.

By developing engaging content we were able to boost their reach and impact on social during The 49th Union World Conference on Lung Health. For example engagement on @TheUnion_TBLH was greater in 2018 than in 2017: 45.8k compared to 13.4k impressions. Twitter followers increased by 50% during the period of the conference, compared to 2017.

We also managed communications for tobacco policy activity and tuberculosis projects in Africa, this included press releases, newsletters and collateral development.

Day to day our focus was to deliver content across five social accounts and two websites. This involved creating content from existing resources, originating new material through their international networks, identifying appropriate leads for social and converting this as channel ready.

We integrated into the in-house communications team by developing simple touch points and streamlined approval processes as well as, attending weekly team meetings.

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