The Ad Council is orchestrating a new campaign to encourage Black Americans to help stop the spread of COVID-19. The organization is working with the Hearst and Verizon-owned Complex Networks on the effort.
“The Power of Us” campaign encourages the social sharing of COVID-19 stats and facts to friends and family members. The PSA features Black personalities, including rapper and actor Bun B and Nadeska, who is host and executive producer of “Everyday Struggle,” Complex’s hip-hop debate show.
Complex Networks donated $1 million in media value, which includes a social package, digital donated media, and a brand study to measure the impact of the advertising.
The creative messaging seeks to drive people to the BeThePowerOfUs.org portal with additional assets, such as COVID-19 safety tips on social distancing as well as information on getting tested for free.
There are also social videos, web banners with custom design, color, tone, and messaging, all designed to “authentically connect” with the Black community.
The Ad Council worked hard to verify this campaign’s tone and appropriateness would appeal to its audience. The group partnered with Complex Networks to develop the work based on research and then tested with Black audiences to ensure that it would be culturally relevant.
During its development, the Ad Council also worked closely with the team at Complex Networks to create the video production, voiceover, and messaging in all creative assets to strengthen this authenticity.
Complex is supporting the effort with organic social posts on the platform’s Instagram, Facebook and Twitter handle, and its digital donated media includes homepage takeovers and video display units across the brand’s major properties.
In addition, the campaign will receive donated support from TikTok, Reddit, REVOLT TV, and Facebook. Extreme Reach, the technology company that delivers TV and video ads for major brands, donated their software and support to get the Coronavirus PSAs out rapidly.
“As the number of Black lives lost due to COVID-19 continues to rise daily, it is extremely important to speak directly to the Black community about having the power to help stop the spread of COVID-19,” says Meyako Hughes, director of brand partnerships, Complex Networks. “The entire Complex Networks’ team that worked tirelessly to bring this initiative to fruition knew it was our responsibility as a trusted media brand to inform on this important issue.”
Ad Council also coordinated with Centers for Disease Control and Prevention (CDC), the CDC Foundation, and U.S. Department of Health and Human Services (HHS).