How do you capture the attention of a tired scroller on their commute home?

It’s the question social media managers wrestle with daily, but the team behind Queensland Health’s accounts makes it look easy.

Their humorous and conversational approach to serious health topics has seen their content go viral, with one of their most successful posts, “It’s okay to poo at work”, racking up 2.3 million views.

The people behind Queensland Health’s social pages are proud of how they make their mark, and how they generate their ideas.

The team manages all the social media channels and digital projects for Queensland Health, from podcasts like It Can’t Hurt To Ask and Mind/Land, to video series, email marketing, blogs, and client advertising.

Coming from various professional backgrounds, including media, marketing, and science, some members of the team have been with Queensland Health for more than a decade.

The team includes Kay Clarke, Caitlin Cash, Ben Woodley Judd and Maddelyn Anderson.

At the helm is social and digital media manager Bennett Annis-Brown.

“Our wide range of experiences and diverse backgrounds mean we’re always bouncing fresh ideas off each other, keeping our preventative health content fresh, relevant and engaging,” Annis-Brown said.

“Every post you see is the result of that collective spark.

“Whether we’re brainstorming in a meeting or riffing on new trend ideas over a coffee, collaboration is at the heart of what we do.”

During the pandemic, when Queensland Health was responsible for disseminating information about the COVID virus, testing and social distancing, the department’s social media growth was exponential.It built a community of more than 1.4 million followers.

Its social media accounts now reach about eight million people each year and have become both a source of humour and trusted information.

No topic is off limits: sexually transmitted infections, alcohol consumption, drug use, bowel motions, male pattern baldness, and bad breath are all tackled.

Annis-Brown said some ideas for posts are born from viral videos, which spark “light-bulb moments” during team brainstorming sessions.

One post designed to raise awareness of a mosquito-borne virus is simple. It contains just one letter, repeated 35 times:

The lyrics of the 1998 pop song Crush by Jennifer Page conveniently rhyme with the name of a common yeast infection:

Annis-Brown said it was fulfilling to know their content was not only making people laugh, but improving health outcomes.

“Humour may be our Trojan Horse, but the goal is always to enhance the wellbeing of Queenslanders,” he said.

“We use cheeky angles and provocative lines to stop the scroll and engage our audience, but each post is backed by behavioural insights, market research, and a clear goal to change health behaviours.”

“We use cheeky angles and provocative lines to stop the scroll ... but each post is backed by ... a clear goal to change health behaviours.”

Bennett Annis-Brown

The humorous posts are always followed by a serious health message, containing information about illnesses, annual cancer checks, vaccinations and more.

A recent report by social media management company Sprout Social indicates social media users increasingly expect authenticity and personality from organisations.

The Queensland Health team strives to achieve this with their playful, slightly offbeat, and relatable tone, but they’re not alone in this strategy.

Airlines including RyanAir and Jetstar lean on meme-style posts, while the social media arm of the Queensland Police Service pushes the boundaries of what you might expect from a corporate entity with their use of humour.

“Where I see brands doing this most is they are either trying to get a typically boring message across to their audiences, such as public safety messages, or trying to break the mould in a saturated market,” Sarah Hall from marketing company Cymbal Agency said.

University of Queensland communication and arts lecturer Dr Lemi Baruh said standing out from the clutter and effectively capturing attention had become more difficult for companies.

“We don’t just want an expert; we want an expert we can relate to and trust to have our best interests in mind,” Baruh said.

“Adopting a light-hearted tone can be an effective way to engage an audience and make complex or sensitive topics more approachable.

“However, there is a delicate balance between being engaging and maintaining respect for the subject matter and the audience.”

Start the day with a summary of the most important and interesting stories, analysis and insights. Sign up for our Morning Edition newsletter.