After developing COVID-10 messaging in several phases as the pandemic spread across the U.S., the Ad Council, White House, U.S. Department of Health and Human Services (HHS) and Centers for Disease Control and Prevention (CDC) are now unifying all industry participants under one “#StayHome. Save Lives” platform.
This platform was conceived by the Ad Council, industry associations and Google by building on the #AloneTogether social distancing PSA platform originally created by ViacomCBS.
Now major media companies, brands, and agencies are integrating a newly-designed “roof” icon into their logos and will promote PSAs that focus on social distancing. All messages will drive audiences to www.coronavirus.gov, a centralized resource from HHS and the CDC that provides up-to-date information for the American public about the COVID-19 crisis.
In addition, for the first time, brands including Oreo and IBM are joining the initiative by adopting these creative assets in their respective campaigns.
“I have never before seen the level of generosity, talent and commitment from across our industry as I have since the onset of COVID-19,” stated Lisa Sherman, president and CEO of the Ad Council.
She added, “By uniting all our voices and platforms in an industrywide movement to amplify one message with one icon, we will inspire nationwide behavior change that will slow this pandemic. We’re all in this together as an industry, as a community, and as a country, and we need to do everything we can to get through this crisis together.”