The Ad Council’s on-going COVID-19 awareness effort is evolving away from general awareness and prevention tips to focus on mental health and wellness under the AloneTogether.com portal.
The PSAs developed for broadcast, print, digital and social media, direct help-seeking audiences to AloneTogether.com. Creative assets for #AloneTogether are being supported by Amazon, GumGum, Philo, Pinterest, Reddit, Snapchat, The Skimm, TikTok and Twitch, among others. BigStar donated the production for these new creative assets.
The Entertainment & Youth brands of ViacomCBS (MTV, Comedy Central, Pop TV and other networks) will leverage their respective platforms to reiterate the original call for people to Stay Home while adding these new PSAs into rotation.
In addition, Hearst is creating a new print PSA. And Holler is creating new custom animated stickers for digital messaging platforms. Walt Disney Television collaborated on the new assets and will be sharing the content across its channels and platforms.
To further amplify this outreach, the Ad Council’s Seize the Awkward mental health campaign is being tweaked to introduce new social assets and a COVID-19 landing page, which provides information on how to maintain mental health during the crisis, and tips and tools for ways to reach out, stay connected and help friends through this time.
“Taking care of your mental health, and checking in with your friends and loved ones, are very important during this crisis, particularly while we’re social distancing and many are feeling isolated,” says Lisa Sherman, president and CEO of the Ad Council. “We’re proud to help build on the powerful #AloneTogether platform with these critical messages and resources, and grateful to all of our partners for working with us to amplify the message.”