Mob Mentality

Have you ever considered staging a flash mob to tell your story? Well, that’s exactly what the Coalition of Kaiser Permanente Unions did, and the impact was well worth the effort. Chronic but preventable conditions are threatening to overwhelm the nation’s health care system and the Coalition wants to do something about it. So, during the union delegate conference in Los Angeles, they took time out to stage a flash mob performance in front of Grauman’s Chinese Theatre. Hundreds of Kaiser caregivers assembled for a 4-minute dance performance to promote getting healthy through proper diet and exercise. Jessica Butz, a Coalition leader and organizer of the flash mob, said the right song can make or break your message.

“Our story is about getting active, getting America moving and healthy,” explains Jessica.  “So we chose “Move Your Body”, a song Beyoncé produced in partnership with Michelle Obama’s Let’s Move! campaign to fight childhood obesity.”

Not only was the song relevant, but the choreography from the Beyoncé video was relatively easy for the flash mob to master. Which was helpful, because in addition to teaching the routine to the mob, Jessica invested long, grueling hours securing the public space, interacting with the videographer, and coordinating with marketing. Was it worth it?

“Absolutely,” replied Jessica. “Staging a flash mob was an extremely effective vehicle for actively demonstrating our commitment to improving the health of our Kaiser Permanente workforce and being role models in the communities we serve,” she continued. “Most importantly, the message was heard.”

About the Author: Kathleen Hayes is the founder of RocketWheel, a leading developer of software demos and animated videos that generate leads and accelerate sales.

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