Inside Queensland Health’s viral digital marketing approach with Caitlin Cash

CB: Hello, hello. Welcome to the place for offbeat health professionals who have bravely swapped their health care hats for non clinical creative caps. I'm Caitlin, a psychologist turned copywriter, and this is Healers with Hustles.

CB: We have a special guest today, Caitlin Cash, who's a social and digital media team leader at Queensland Health. So Caitlin leads a team of talented digital marketers who are best known for their viral, it's okay to poo at work content. Such good content. And so they create easily digestible, educational, and on trend health content that enhances health literacy, encourages healthier behaviors, and demystifies medical jargon.

CB: Gosh knows we need more of that. And Caitlin is passionate about creating meaningful behaviour change to help people live better and healthier lives.

CB: Cool. All right. Well, Caitlin, thank you so much for joining me here today. I'm really looking forward to hearing all about your story and also about your job. It sounds incredible. I found you, one of your posts that you did about The Smegma campaign about that was like really educational posts. And I thought this is like incredible copywriting. I wonder who's behind it and did a little bit of detective work and found you on LinkedIn. And I'm very thankful you replied. So thank you so much. but before we get into it, can you tell me a little bit about your journey and I guess your story and how you got into digital marketing?

Cait: Absolutely. First off, I want to give a shout out to the person who wrote the Smegma post, Lauren Murray. She is an incredible copywriter and designer and videographer and everything. So full credit to her for that post. and it's lovely to connect with you. Great to be on the other side of the mic. I'm normally not in this position.

Cait: So, yeah, it's nice to put a different hat on for once. but yeah, my career, so I never really would have expected that I would work in socials. It actually didn't exist as a career path or even the platforms didn't even exist when I was at uni, and I certainly never would have thought I'd be talking about poo and smegma or being in crazy weird videos.

Cait: so I studied journalism at uni international relations and Islamic studies. So my dream was to be a foreign correspondent. I wanted to be Sally Sara work in the Middle East.but you know, life happens and that didn't really happen for me and I ended up going into a different pathway for my career and ended up on the other side of communications in, media, it was to start off with.

Cait: So I initially worked for corrective services and moved across to the department of community safety. So back then it was, corrections, ambulance, fire, and SES. And that was, It's a fantastic way to start off in government. You really can just cut your teeth on a million different things, you know, natural disasters, deploying to cyclones up north, writing bushfire warnings, going to fatal house fires, managing.

CB: Yeah. So

Cait: longer career in socials. Yeah. it's special too. Cause I suppose. I've got to see the evolution of social media, comms and government, social media, and it's really, really changed from being on Facebook, basically, and Twitter, to now it being a whole Variety of skill sets that you need.

Cait: You know, you really need to be a gun at copywriting. You need to be able to shoot and edit video. You need to be able to graphic design a whole lot of strategic thinking, the community moderation, it certainly has changed a lot in the last decade.

CB: Hugely changed. Yeah.

Cait: yeah. And that's been really nice to kind of be. An observer and participant in that.

CB: Right here.

Cait: love it and have been there since. so I work in the social and digital media team for the Department of Health, not in one of our wonderful hospital and health services.

Cait: It's more the, the central department, that supports and, works quite closely with all of the hospital and health service communication staff as well.

CB: Yeah. Wow. It's such a, it must be such a fascinating job, but like you said, if I were to say fell into it, but an interesting career journey and path for you. you've named quite a few different changes, but I'm imagining you're someone who.

CB: Quite likes change then and you like kind of on the forefront and want to learn about a lot of things. Cause I should imagine a lot of people might go, Oh, this changing so much. I want to get out, I'll get, I'll change your job. What's that like for you?

Cait: I think it's really a core part of working for government. So, you know, you have changes of government and, different priorities, machinery of government changes. and I think that it's accepted as part of your job when you work as a public servant, but I find it quite exciting. I think You can never get bored of sameness.

Cait: And even if you stay in the same job, you might not necessarily work for the same department or your role description might change over time. So it certainly kept me engaged and excited about what I do. I stayed with, the Department of Community Safety and then it changed into Queensland Fire and Emergency Services.

Cait: It's now the Queensland Fire Department. So. I felt really loyal to, the department I work for and engaged because it kept changing. And it, not only was my role, but, you know, the way we did our work and, the environment and, the political environment as well kept changing. So I I quite like, the movement and the difference of.

Cait: Working in government and the fact that the goalposts shift and you get to do a lot of different things, even though you're doing communications.

CB: Absolutely. Yeah. That's like what you said with all the huge, like spate of skills that you've got to have now when you're working communications. What does that look like? Like, how do you coordinate all of that with your team? Do you have like big meetings? My memory of working for like government has lots of meetings and lots of bureaucracy and things like that.

CB: But what does that look like? In the department of health.

Cait: Yeah, definitely. There's a lot of meetings and a lot of, you know, bureaucracy, but Not in the way that people might imagine. I think the team that I'm in now and the management that, you know, oversees my team, really trusts us. And we do have a lot of opportunity for creativity and a lot of creative freedom.

Cait: the way it kind of works in our team is we have people who are our content creators. So they do the copywriting, the designing, the videography. there's a different set of offices who do our big digital projects. So they look at, you know, a bit of project management more so than the content creation.

Cait: So they look after our podcast, our major video series, like our documentary that was released last week or the week before,

CB: Oh, wow.

Cait: they. Yeah, they look after blogs, EDMs. and we also do a lot of advertising services as well. so it is sort of a full service team of doing all things social and digital.

Cait: and we have a lot of really great strategy and resources that back what we do. So we have very robust style guide. we have really clear strategic direction. we have content guides for every health topic. We have subject matter experts we can go to, to, you know, check the latest research. we have behavioral scientists that work in our branch, so we make sure everything we do has a behavior change goal and is backed by behavioral science.

Cait: so we're not sort of out there doing it on our own. We have a lot of. Research and resources at our fingertips, which is so essential for working within the health context. I think, especially on social media. So much misinformation out

CB: So much misinformation. That's exactly what I was thinking. I don't know if I can't remember if I like wrote that in my questions too, but yeah, that was something that immediately popped up, you know, like with TikTok and things like that. It's just, people can say whatever they want and they don't necessarily have the science behind it.

Cait: yeah, yeah, which is so critical why public health agencies should be on socials and should be trying to do social as well. because we have this unique position that where we, we do have incredible clinicians that we can tap into and get their expertise broadcast on these channels, you know, we make sure we source everything because people might not.

Cait: Believe what we have to say. So we make sure, you know, we have that source written into the copy so they can go and read up on it on their own or linking off to more information or,having that sense of responsibility to get it right as well. we really do our due diligence and make sure we have.

Cait: All of our facts vetted, so we don't let our community down. we want to make sure we're getting it right almost 100 percent of the time. and we do, I think there's a lot of safety nets to catch, you know, just nuance or context or the way things are phrased or making sure we're respectful and inclusive and mindful of,the way that information is going to be perceived.

Cait: We make sure it's so accessible for people to understand it written in plain English. We use inclusive language, everything is created with so much thought and intention

CB: mind. That's

Cait: And that's really cool. It's really great to work within an environment where that's important.and we have the capacity and time and the freedom to be able to put that heart and soul into the work that we do.

CB: Yeah, absolutely. Like you said, having the values of, really wanting to make sure that it's, right on all those different levels, but then also the freedom and the, the time to be able to do that is so important, I think that's what drew me to the post initially.

CB: Not like only that it was like fun and creative, the one that was about like Smegma, but it was how it was written. I thought it was incredible that it was just so accessible and like Plain English, exactly. I was like, Hallelujah, health information written in plain English. It was,

CB: That's it. It's like, I think there's a saying by someone who says I didn't have. Enough time. So I wrote a long letter instead of a short letter, because it's so hard to make something concise, but still retain the information and get everything that you want to across. So it's, it's really cool.

CB: So you must, have good team members, but I also like what you said about that. You have a really robust style guide, which I'm like, yes, that's like what I definitely help people with. How did you come across? Is that, or is that something that's always been there from more of a,what's like the, the word, like a kind of clinical government thing, but it's likeit's part of the job.

CB: Yeah.

Cait: there's this the Queensland health style guide, and then we have a separate social media style guide that our team works from. And the reason why it was created is. We had to have more variety,stylistically with fonts and colors than is required by a corporate style guide. so we have pink and purple and yellow and orange and,we're not constrained by the Queenstown health colors of green and blue.

Cait: And then we also have decorative fonts, which we've added in, because you don't want to have this homogeneous, very corporate looking, presence, especially on Instagram. we also have a tone of voice guide in there. We also have information

CB: What is the tone of voice guide look like?

Cait: We have a persona that we imagine we're speaking to.

Cait: and then, yeah, which is really helpful, I think. If people are looking to enhance their presence on socials and really clarify who they're speaking to, who they're showing up for, it does help to have that persona, to really imagine them as a real person. and then further to that, we have, you know, very clear information about what sort of words we use.

Cait: what, grade level we're speaking to, the fact we use Hemingway to double

CB: Oh, you use Hemingway. Yes. It's so good. Isn't it?

Cait: yeah, yeah. Just to double check that accessibility. We also make sure our language is gender inclusive. We make sure it's inclusive for people with disabilities. A simple thing like putting your emoji after a punctuation for screen readers, being mindful of that.

Cait: Yeah, we really drill down into The how of speaking to our community, and we're currently working on shifting our tone of voice and,

CB: no way. Yay. Cool.

Cait: Yeah. if you're a follower of Queensland Health, you probably would have noticed after the, it's okay to poo at work, viral moment that we had, that we did shift our tone of voice slightly.

Cait: And we've started to make it a little bit more casual than we, we had, you know, we

CB: hmm. Mm

Cait: besties and, adopting a far more relatable, tone of voice, which it already was, it already was friendly and relatable, but we've, we've leaned into that

CB: Leans into it. Yeah. is that from that post or, like, how did that come about? Was it a natural thing or?

Cait: I think our presence has evolved more recently. And with that, of course, the tone of voice change happens and our community, our community tone of voice has changed almost. We've noticed that there's this fandom sort of within our comment section of people who are looking out for our posts and saying, Oh, I wait to see what you're going to post every morning.

Cait: Or they want to do like a meet and greet or they're asking for merch or they're, just really interested in who the social media team are. our presence online sort of is. meeting them where they are a bit more. So it's changed from people asking us medical questions or providing advice on things that, you know, it's just not within our remit.

Cait: We're a social media team. We always refer to the appropriate channels for that. but now we're seeing people who are like there for a chat and, part of our community and the community is sort of. Really showing up in different ways for us and, and really showing up in different ways for each other too.

Cait: And there's been a lot of really valuable conversations within the comment section. And we are evolving our tone of voice to accommodate for that and, really being audience first minded and meeting them where they are, which is really special and exciting. It's, it's fun to be part of,

CB: It sounds so fun to be a part of. I like got a little bit like envious then I was like, this sounds really cool. I have a question. Like a lot of health professionals, that I work with, with that copy, they're often a bit hesitant about showing personality and showing their humanity because they think they'll be like, quote, unquote, unprofessional.

CB: And so I'm curious to hear about what your take on that is. And what you would say to them, given that you're changing your tone of voice.

Cait: yeah, I'd be curious because I think it's a misconception that people align personality with being unprofessional. And I'd probably challenge them to think does showing your personality equal being unprofessional to you? Like, what does that mean to you? And, and, and really drilling down where that hesitancy comes from.

Cait: Cause I truly believe. Personality doesn't have to mean silly and personality doesn't have to mean unhinged or, provocative or

CB: you don't have to be like Duolingo or something like

Cait: Yeah. Yeah. personality could simply mean warm and friendly and approachable. It depends on, you know, who you are and why you're online and what sort of presence you're cultivating, but warm and approachable and friendly would equal professional, I think, for a lot of, you know, health professionals that are online.

Cait: yes, I would really challenge their thinking. and. interrogate why they're hesitant and really interrogate why they want to be online as well too. what is the purpose of their social presence? And if it is to cultivate a following and a community that you maybe then convert to clients, how are you going to cultivate that community and It's much harder to do.

Cait: I think if you create a distance between yourself and your followers, but if you do show your personality and you become more authentic and relatable, then they may become more closely attached to you and more engaged with what you're doing. so it seems like a win win, whereas I think what you're saying is the perception is it's a lose lose sort of, concern that, you know, if you do too much, then you won't be perceived as professional and people may not follow you.

CB: yeah, exactly. Like you were talking about the silliness, which is, I think more and more because people are showing their personality more and particularly, you know, there's a lot of influencers who are, like health professionals and they're showing their humanity, which I think is, beautiful, but.

Cait: Yeah. I was just curious to see what your take on that was. And yeah, I know it's exactly what I think,going to say, it's a tricky thing to balance, like, to be fair to people who are concerned about that, it is a tricky thing to balance. You know, you see these TikTok dances and people lip syncing to trending audio. And, I don't think that naturally equals success. I feel like you can show up online and be, full of personality.

Cait: Without doing those things. I think that sort of is the way people think they can cut through in a very simple black and white sort of view of socials. But if you make people feel something in your content, it doesn't necessarily have to be funny.you know, it doesn't have to make people laugh.

Cait: They can feel the other range of emotions available to us. They might feel moved by something or curious, or they might feel like they've learned something. I think expanding the idea of relatability and authenticity and personality on socials. is really beneficial to just broaden your mind and think of the wide variety of options available to you that still equals personality.

CB: that's it. And that's an interesting point that you made that like, maybe sometimes personalities, equated with, Being like the TikTok dancers there's a brand voice called like the friends at the bar and that's exactly that, it's friendly, approachable, that kind of thing.

CB: but also what you said there about how you're starting to communicate with your community and just calling people besties. Like just that one word there like shows so much. humanity and personality, which it's really cool. I'm so excited to see the journey there.

Cait: yeah. It's been a wild ride. it's a really cool time to be in the team because I think it's, it's so bizarre people being interested in what you do when you're just doing your job and the team does their job. So, well, like they're the best in the biz, in my opinion, they're incredible at what they do and individually.

Cait: So talented as well, but it's so weird, how interested people are because, you know, typically when you work in government media, comm socials, whatever it is, you're chipping away and you're doing your job and that's enough and you feel great. And, that in extra interest from outside is so important.

Cait: Yeah, really bizarre, but so exciting. It's, it's been really special to see the team get the recognition that they deserve, because they're just so good. So, so good. And all just lovely, lovely people as well. They really care about what they do and they want to make a difference. so they are making a difference and yeah, it's, it's.

CB: Such a pleasure to be part ofIt's probably also a testament to you as a team leader and allowing them to have freedom and allow them to be creative and all of that. So I'm sure that definitely plays a part.

CB: Yeah.

Cait: brand socials are becoming. I don't know if you've seen the nutter butter TikTok. Channel. It is, I've never seen anything like it. It is the wildest content strategy I've ever witnessed on feed, but it's working.it's really unusual how far I think brand socials are pushing the boundaries.

Cait: even, Dunkin Donuts did an incredible Halloween campaign with their daddy longlegs fighter. that, that was, Again, pushing the boundaries. Even brands like KFC are doing some really wild stuff, you know, pouring oil over people and, flour and yeah, just, I'm, I'm constantly shocked at how much further the goal post keeps shifting with the unhinged nature of content.

Cait: And it seems to be the. I don't know, catchphrase, or the word of the moment is people commenting. This is so unhinged. I love it. It's unhinged. It's unhinged. It just, it seems to just be, the new humor, maybe like, you know, humor isn't the playbook anymore. it's taking the humorous step further and it just being so provocative and so surprising that people just, stop the scroll and engage with something.

Cait: 'cause they cannot believe that somebody, especially a brand social channel, has posted it. so I feel like unhinged is definitely something I've noticed. and storytelling in a different way too. narrative arc is so different on TikTok as it is on television or, you know, a typical piece of entertainment and that's been really interesting to watch and even how serialized video content is becoming now people are watching it.

Cait: People's attention spans seem to be changing. they're invested more in multi part series or longer form content. So that's been really interesting to observe as well.

CB: because everyone always says about how short attention spans are and that you've got to like grab people's attention and all of that. But that's also interesting that you've noticed that people are, yeah, wanting to have more content, but maybe in a different way. Or is it, it's still like important for of course, like content to be quote unquote hooky, but then people are still wanting to stay there.

CB: Yeah. Yeah, follow up.

Cait: Yeah. Yeah. And even on TikTok, they expanded. I don't, I don't remember how long ago, but I believe you can post 10 minute TikToks now.

CB: Oh, wow. Okay. Yeah. I don't know

Cait: yeah. So I feel like the channels

CB: Cool.

Cait: cultivating that. Opportunity to post long form content. I know they're all competing with each other. So obviously TikTok is kind of trying to,

CB: Yes.

Cait: YouTube's grass.

Cait: from what I can tell, it's like television now. It will television like content now is on social platforms. People are. Watching episodes of TV cut into 20 parts on Tik TOK, or, you know, they're really bought into. Something that's happening in someone's life, you know, they've presented at hospital and this have some sort of injury or illness and they document the whole thing from start to finish.

CB: Yeah. So it sounds like it, but that's a really cool opportunity so like storytell and yeah, bring your audience along for the journey. Does Queensland Health have TikTok? Is that? Yeah.

Cait: yet. We hope for, it's something that we would really like, to do. And, you know, there's a wonderful audience on TikTok for us to speak to. but yeah, that's, hopefully something that will happen in the near future.

CB: We'll have to, yeah, keep an eye out for that. but as a social like, because when you were talking, I was just thinking, Oh, wow, you sound like an excellent strategist on social media strategist. And so I was really keen to pick your brain about what are your best tips or best, advice for maybe healthcare professionals who want to build a bit more of a presence on social media or even creating content.

Cait: Yeah, I think starting from the beginning is helpful in the sense, taking that step back and thinking, why am I here? What's the purpose of me being on whatever channel? And maybe don't go hard on all the channels, start with one and do one well and show up. in your full capacity on that channel before you expand.

Cait: knowing who you want to speak to, I think that's really helpful. Trying to work out what you offer that's different and why someone should follow you. I think it's, quite arrogant to take for granted a follow. You know, in our team, we really value our audience and appreciate them and definitely do not take their engagement and their contributions to community for granted.

Cait: I think that's really important. I don't think, a follower number is just, numbers on a page. It's real people. And it's, it's really important to think like that. what do you offer them? Why do you deserve their follow? And why do you, what have you done to earn their comment and their engagement with your content?

Cait: And then really thinking about how to show up authentically. I know authentically is this, all sort of phrase that gets thrown around a lot of socials, but you know, how do you show up in a way that's unique to you and feels natural to you?

CB: Yes, The

Cait: that performs best for us is very, user generated.

Cait: It's, you know, people talking about their day at work or people showing what it's like to have a procedure done. And, I think if you can show up in a way that's very natural, it's easier to create content because you're not putting on a persona and you're not trying too hard. I think people see through that.

Cait: you know, if it's heavily scripted, very, very well produced, it just doesn't work as well as, you know, shooting on an iPhone, talking in your natural tone of voice. It's showing that you're human by having a few little bloopers in there or something surprising that happened as part of the filming process.

Cait: And then also thinking about the entertainment factor, because people are on socials to be entertained. if you're adding your voice to their nightly scroll, what can you do to package up? The information you want to share in a way that's entertaining. And I know I've, you know, said this already, but entertainment doesn't have to be funny.

Cait: It just has to be something that makes people feel something. And it can be any range of emotions. so thinking about what you're putting out there in a way that's packaged neatly, you might be surprising that, something that you're saying is, you know, provocative or interesting or unique or.

Cait: You're sharing your own personal story so it's relatable or you're giving a behind the scenes view so it feels special and you feel like you're getting, a look into something you never would before. so thinking about that entertainment factor. Which can be really challenging. it is really hard to cut through and really hard to create entertaining content. but it definitely is meeting people, where they're at for why they're on a platform. people aren't necessarily scrolling through to get, a really information heavy lecture on a health, Behavior. you can couple it up with really funny or interesting or heartfelt narrative and weave in your messaging in a way that they can easily consume it.

Cait: It's not hard. There's no mental load. You're not asking them to do anything. They're purely being entertained and they're learning something at the same time.

CB: Oh, that's so useful. Wow. Thank you for that. I'm just, my brain's going like, list ideas. I'm actually in the middle of writing a, a post for my psychologist, profile, my Instagram the movie Wicked's coming out this week. And so I did a little, bite size, like analysis of Elphaba, the character.

CB: And, but it's so long. And so now I'm thinking maybe I should split it up into like, four parts. Three or four parts kind of thing. yeah, so that's, definitely very helpful there. It's giving me something to think about, but also I love the idea about. Like creating like educational entertaining content, but that's also valuable as well.

CB: Because I remember when I first started on doing social media, people would often be like, give your audience value, like value, value. And that's often associated with education, but value can also mean just, yeah, like being seen or having a laugh or like feeling a deep emotion, which I think, yeah, I love that you're.

CB: You see it in that way as well, or your team, you know,

Cait: Yeah. Yeah. part of our criteria is, you know, we don't post anything that doesn't have a deeper purpose. So some brands will, do Something that's just for engagement, purely just to reach people and there's no deeper purpose. But, you know, we would never approve something to go up on feed that didn't have, a preventative health message or a message that enhanced someone's system literacy and didn't have that core value as part of,it's like almost like a criteria It has to have that deeper message and deeper meaning for it to end up on our channels.

Cait: cause it's a big responsibility, you don't want to put stuff out there that doesn't have meaning. so yes, it's engaging. And yes, it's entertaining. And people might look at some of the stuff we post and think, oh, my goodness, that is wild. I can't believe they posted that or that's really silly or strange or surprising.

Cait: But when you look at the whole content, the first comment and the way we're engaging in the comment section, it can be so, so meaningful, even though on the surface, it looks funny and silly and maybe not so meaningful.

CB: Yes, because I think a lot of people want to know about a lot about maybe I'm talking about myself, like go straight to the comments and read what people say, because oftentimes the comments are like, yeah, but there's some really smart people in the comments and they'll make certain points or it'll be entertaining.

CB: but I always love it when you see the brand or like the business. Reply as well. I think that's really nice and shows that sense of community. So that's, is that almost like a full-time job for someone responding to

Cait: Yeah. Yeah. We have someone in our team that does moderation. So that is seriously a full time job. The amount, cause our audience is 1. 4 million. So you can imagine the amount of comments and we see comment moderation as equally as important as the content creation. So I truly believe if you put up a piece of content and you ghost everyone in the comment section, It's this huge missed opportunity and the content just does not perform as well.

Cait: And it's so important, I think, for the brand that my team represents is to show up in the comments and answer people's questions and direct them to more information. And we take it sort of a next step as well. And we have a comment strategy for a lot of our posts. So we know, A very obvious one is the Mean Girls, status update.

Cait: I don't know if you saw that. It was, yeah, give us a Mean Girls quote and we'll make it healthy. and it was such a great way to, it's that Trojan horse, you know, people are reading the Mean Girls quotes, but they're learning about sun safety or sexual health or whatever it may be. And these might be people that.

Cait: Would never in their life engage with health information. Otherwise, so for that post, it was very much, we just spoke in mean girls tone of voice the whole time. Or if we've done a mosquito post about mosquito borne viruses, we comment with lots of ease, like she's happy because we're pretending to be a mosquito.

Cait: the pooing at work one, it sounds so wild, but we decided to create the voice and persona of that we were actually pooing at work while we were commenting. and it was

Cait: crazy. And it sounds so weird for a government agency to be saying, Oh, I'm pooing at work. But the goal of that was to normalize a taboo health

CB: Yes.

Cait: and, that has behavioral science that backed it.

Cait: It was not norming, which is very well proven that by norming a behavior, it encourages other people to adopt it. And yeah, we were obviously advocating for that health behavior in a way that was funny. But again, it was getting that health information out there in a way that. People would just never consume that info otherwise.

Cait: and it's, it's really effective and quite powerful. And I think the success of the

CB: So

Cait: that the amazing team here creates is testament to that. It definitely works. It's, it's worth the perceived risk, because the benefit is incredible.

CB: Oh, I really like that because so many good quotes yeah, I'm going to have a hard time picking out a good quote for this episode because you said so many good things, but I like that, yeah, it might be scary. It might be a risk to put out content, but like the benefit of that could be like huge for your audience.

CB: Like, and that's, I think it's

Cait: Yeah. And if you're thinking about not just. Reaching people reaches, our ultimate goal. If you don't reach people, they're not going to get the information. So, of course, reach is so, so important. That's like, that's our main goal with all our content is reach. but, you got to think about behavior change.

Cait: And even if. If someone has, the health professionals that you're talking to, even if they just have the goal of trying to convert a follower to a client, that's still behavior change, and it's still really important to think about your language and your strategy and your approach to content.

Cait: With that goal in mind, because then you have a purpose. You're not just showing up to be present on socials. You're showing up with a clear goal. And that way you can really tailor your strategy to whatever that goal is. And it really helps with, that purpose and it drives everything. And it does make it easier to show up when you know exactly why you're there.

CB: Oh, it's so cool. I'm thinking about all of this. I think I'm going to have to get you on again because I have so many questions and I'm sure we'll get so many questions as well as like follow up, from this. but before we wrap up, I have a section that I do as rapid fire questions, just because it like the questions that I always like have for people, and so I thought it'd be a cute thing to put them into the podcast.

Cait: But first things first, what is your favorite film? really hard, Caitlin. I think I love so many films. I've got two little kids too, so I don't actually get to watch a lot of movies I want to anymore. It's very child movie dominated, but I, I can think of two and it shows a theme. One was, Veronica Girin, the, Irish journos story, Cate Blanchett was in it.

Cait: Amazing. And then the spotlight movie, I could go back and watch that again and again, Rachel McAdams, character Sasha. so I feel like I must have a thing for strong female leads in journalistic hero stories.

Cait: but yeah, they were my two things I could think of.

CB: Yeah, a little bit like you, I should imagine, on some, on some level.and what's a, but I haven't seen those films, so I wrote them down because I'll definitely have to follow up with, some, watching those. And what's a concert that you'll never forget?

Cait: I saw NERD in London back when I was in my early twenties, and it was just the best time. I loved them back in the day and it was, yeah, an awesome crowd. And yeah, the vibes were high, so, yeah, I think that was. I think that was my most memorable concert I can think of.

CB: did you used to work in London then? Or

Cait: I lived there for almost two years. Yeah. I didn't work there. it was a gap year. so I went, had a good time and lived my life and traveled and went back to uni and, could focus and yeah, I, I feel like it was such a good experience as a young person. To live on the other side of the world and

CB: Good on you.

Cait: such good times.

CB: That's cool. and what's something that's like quirky or absurd about you or something absurd that you love?

Cait: I think I have a lot of quirks. My brain works very quickly. And I usually talk a hundred miles an hour and think in a very weird way. but one thing I can think of. It's, it's weird talent that I can take a song and change the song lyrics and remember them. I have this weird memory where I can, I remember things musically.

Cait: And if I was to, try and memorize some facts for a uni exam, for example, I would never remember it, but I made songs out of the facts and I'd walk into an exam and say, Sing the song and recall all the facts and be able to do well remembering things.

CB: It's

Cait: And It's a good skill. I think in socials, we've, we've got some content coming up where we've re imagined songs with, healthy lyrics.

Cait: and it's definitely a good skill as a mom too. I. I feel like my kids dreams come true when I make up songs with their name in it. They think it's hilarious. So it served me well, but it's definitely a weird skill that typically has no purpose.

CB: purpose, but it's been helpful in, yeah, creative ways, but so cool. I love it. and before we finish, what do you hope the audience takes away from our chat today?

Cait: I think if they're working in the social space is to have fun, just be there and be you and enjoy it. Cause it's. It's a really special place to work and exist. I feel like socials are such a unique blend of creativity and of impact. And yeah, I feel there's, there's definitely pitfalls of working in socials and we obviously are all well across, The things that, are problematic about social media, but it is a really fabulous space to be in.

Cait: I love my job. I love coming to work every day. And I think it is because of that special mix of being creative, being strategic and actually having the opportunity to make an impact. so yeah, I would encourage them to see the opportunity and have fun and enjoy being in socials and showing up as they are.

CB: Beautiful. you definitely inspired me because I've been having a little bit of a lull with my socials and a bit like, kind of not feeling very inspired. but I think today's chat's definitely kickstarted that. I'm like, now I have all these ideas about things that I could do. And just even what you said about thinking about the audience.

CB: So thank you so much for, today. I really appreciate it.

Cait: Oh, you're so welcome. It's been lovely chatting with you, Caitlin.

CB: Thank you.

CB: Alright, that's the end of another episode. Thank you so much for tuning in to Healers with Hustles. If you've enjoyed today's episode, will you do me a tiny favour and subscribe to the show? Just tap the subscribe button on your favourite podcast platform and you'll be the first to know as soon as a new episode drops.

CB: Thanks so much for listening. Okay, ta ta for now.