Impacts of social media on campaigns

Undoubtedly using social media stands as one of the most influential factors to change public attitudes, especially when hiring celebrities, public figures or bloggers as influencers or ambassadors for certain public campaigns. On the local front, it could work as a very effective tool for communication campaigns, change public attitudes and communicate direct messages.

This is verified by a report released by the National Centre of Statistics and Information (NCSI) in 2019, stating that 94 per cent of Omanis own or use social media accounts where they spend up to six hours daily. This indicates a possible commendable impact of using social media in the campaign.

A recent example at the local front, reflecting the influential role of social media influencers is during Shaheen Cyclone that hit some parts of Oman in October 2021. The influencers made remarkable efforts to urge public to join hands in organising clean-up campaigns in the affected areas, support the affected families clean and renovate their homes. Further, they organised public fund-raising campaigns calling corporates, NGOs and individuals to contribute funds and household appliances for these families and individuals. Their campaigns on social media have been conducted for weeks and months. The different initiatives of social media influencers backed the government’s efforts to bring back normalcy in the affected areas and support the needy families.

Another example is “Oman vs Covid-19” media campaign that was introduced by the Government Communication Centre during Coronavirus pandemic (2020–2021). Various social media platforms and traditional media jointly implemented campaigns for two years. These platforms were dedicated to promote awareness about Covid-19 virus, update public on the progress of the efforts made by international and local authorities to combat the virus, publicise health advices, directions and precautionary measures. These campaigns served as reliable official sources of information and means of communication with the public.

On the local front, similar national media and communication campaigns have been conducted and proved successful to change public attitude in the Sultanate of Oman. One of these campaigns is the “No Plastic Bags”, which was conducted by the Environment Authority. This year-long awareness campaign was kicked off in December 2020 based on the decision to ban single-use plastic shopping bags in the country with effect from January 1, 2021.

The key objectives behind this campaign is to change the public attitude towards using environment-friendly shopping bags. Besides, the primary objective is to save and protect the environment from plastic bags. Therefore, the public, traders and shopping centres were obliged to comply with this decision and shoppers were urged to use their own reusable shopping bags. Accordingly, whoever is violating the ban will be fined a minimum of RO 100 ($259) and maximum of RO 2,000 ($5,180) fine, which will be doubled if the violation is repeated.

The campaign’s promotions and communication messages were found in almost all traditional and new media channels in addition to public awareness roadshows held at different venues around the country. Over a year, different awareness sessions and activities like distribution of environment-friendly bags on various occasions and events, media campaigns, radio and TV talks were conducted to promote awareness about the impacts of single-use plastic bags on environment and health.

As a result of this campaign, a decision was issued by the Ministry of Commerce, Industry and Investment Promotion to ban the imports of bags with effect from January 2023. This decision comes in line with the ministry’s plan to regulate the market activities related to the import of harmful products to the environment. Therefore, anyone importing plastic bags, will be imposed a fine of RO 1,000 ($2,597), which is doubled if the violation is repeated.