How ABHI Scaled Jump For Health Through Creators and UGC

The brief

The next wave used lead creators to establish a recognisable participation format, then expanded it through a broad UGC network. Different creator styles made the same action feel native across many feeds while retaining one campaign identity.

The work had to feel native to creator feeds while protecting the campaign's central message. That meant building a brief with enough structure for consistency and enough freedom for creators to remain credible with their own audiences.

Our approach

The strategic choice was to make "scaling a health movement through creators and ugc" the organising idea. Instead of treating creators as media placements, Genesis used their familiar formats, communities and storytelling habits to make the campaign easier to understand and more likely to be shared.

The approach worked because the brand message entered formats audiences already understood. A repeatable creative device made the campaign recognisable, while creator variation prevented the work from feeling mass-produced.

Execution

• ·Campaign idea and creator-content framework
• ·Creator briefing, coordination and approval management
• ·Social-first video production and platform-ready delivery

Genesis delivered the campaign video assets and platform-ready adaptations, with creative direction designed to keep the central idea consistent across every format.

Results and impact

For marketing teams, this shows how Genesis can connect creator selection, creative direction and campaign operations inside one accountable influencer-marketing workflow.

Takeaway

ABHI Jump For Health 2024 demonstrates how Genesis Media can translate a clear marketing objective into a practical content system—combining strategy, production and delivery while keeping the audience experience easy to understand.