UH Wellness · Wellness Voices
Creating UH's first student wellness influencer program.
Yes, I run UH Wellness's social media and branding. But this project started with a bigger question: how do we get wellness resources to students who aren't listening to a department? Starting from research on how students trust each other online, I helped create Wellness Voices, the university's first wellness influencer program, to support students and build community among them. We're still running it today, and applying the same approach to marketing WellFest, one of the biggest events of the year.
Background
Wellness content was only reaching people who already cared.
Students scroll past anything that looks like an announcement. The same message lands differently when a classmate says it.
How might we make wellness content feel like it came from a friend, not a department?
01 · Research
Students trust students more than institutions.
Harvard Magazine looked at Harvard's own student creators and found their videos drew far more attention than the university's official channel. Three findings shaped how we built the program.
- FindingPeers feel more honest than the brandStudent creators give an unfiltered view of campus life that official channels can't.→ Creators speak in their own voice, not ours.
- FindingUnpolished builds trustEarly creators filmed on laptop webcams, and that low production made them feel approachable.→ Phone-shot content, plain captions, no studio look.
- FindingCommunity forms around real questionsFollowers come back to ask about everyday life: housing, food, routines.→ Content answers what students actually ask.
Source: Jacob Sweet, "Harvard's Social Media Influencers," Harvard Magazine, 2022
02 · Open call
"Become a Wellness Influencer."
We opened the program to every student with a poster and an Instagram post: create content, build community, make an impact. A QR code led to the interest list.
03 · Selection
From 160 applicants to 7 Wellness Voices.
Instead of picking by follower count, we moved to a more private, personal outreach to narrow the list down to students who genuinely cared about wellness and community.
- 160Applications from the open call
- 1:1Private outreach and conversations
- 7Students selected
wellnessuh Meet our Wellness Voices 💬 Six students, different skills, one shared vision. Swipe to meet them. Instagram carousel · welcome series
04 · Welcome carousel
Introducing each creator to our audience.
A polaroid-style Instagram carousel with a slide for every Wellness Voice. Swipe through it.
05 · The booklet
A program booklet and content playbook.
Everything a creator needs: our mission, the five influencer roles, what to post and what they'll create. Flip through it.
06 · Badges
An identity worth wearing.
Every one of the 7 creators got their own lanyard, so they were official from day one. Give it a swing, or click to meet the next creator.
Launch event
Welcoming the first creators in person.
Before anyone posted, I helped plan a preview event and welcomed each creator at the door. A list of names turned into a team.
Approvals
Every video reviewed before it goes live.
Creators film in their own voice. I check each video against the playbook so it stays on brand and on message.
- Creator films
- I review
- Feedback
- Posted
WellFest
Applying it to one of the biggest events of the year.
The same peer-first approach now drives WellFest's marketing. I'm helping plan the event and creating its promotion at Butler Plaza, with our Wellness Voices and brand partners joining in.
- WellFest brand partners
- poppi ambassadors
- Arlo Coffee
- Campus creators
wellnessuh WellFest: all you need to know 🎉 Cold plunges, deep stretch, food and more at Butler Plaza. Instagram carousel · coming soon
Instagram post
"All you need to know," as a carousel.
A swipeable promo that walks students through the location, the activities and what's included.
Digital screens
Banners for the screens around campus.
Event layout
How the day will look.
An illustrated map of Butler Plaza, showing where every activity zone will be.
Results · first two weeks of September
Wellness content finally reached students who weren't following.
Views by format
Best performing videos
What's next
The program keeps growing.
Wellness Voices is still running. With results to show, we're now pitching sponsors goodie bags, unboxing reels and a direct line to 25.6K engaged students, so more students can be part of it.
Contact
Let's Work Together!
Currently open to work together
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