New Campaigns Tackle COVID-19 From Different Angles

As the pandemic enters its second year and vaccine distribution is now gaining some traction, new ad campaigns are addressing a number of issues including vaccine awareness, school safety and the general fatigue people are experiencing from dealing with the upheaval to their daily lives.

Cutwater is working with disinfectant brand Zep to ensure Atlanta-based students can return to in-person learning by developing a program titled Return + Learn. This paid work included creative, design, and the implementation of classroom safety activities and materials, including instructional hand hygiene posters for distribution across all schools in the district and student ‘back-to-school safely’ kits encompassing reusable face masks, tote bags and postcards. OzTech Media is teaming with Cutwater to oversee and manage the on-site execution.



The agency also raised awareness throughout the community prior to the February 16 school reopening via roaming mobile billboards and social content adorned with creative, rotating headlines like “Glad to see your faces again. Just don’t touch them.”

Novant Health is encouraging vaccinations for its member network in North Carolina, South Carolina, Virginia, and Georgia. The “Let’s arm ourselves against COVID” campaign includes a 60-second spot set to the music of “People Get Ready” and features vignettes of children, parents, couples, grandparents, essential workers and more, readying themselves to be vaccinated. 

The work was created by Boudreau Advertising and also includes print, out of home and digital.

Ryan Seacrest’s full-service marketing and PR agency Civic is working with GIPHY to battle pandemic-fatigue with comic book imagery. The #ImAProtector campaign uses classic comic book iconography to empower and celebrate “protectors,” everyday people who wear masks.

The creative concept was guided by Civic’s insight unit Cultique and the shop’s 20-plus years of creating activations at Comic-Cons around the country. The research reveals that even those who are resistant to "mask up" messaging say their concern for others trumps their need for personal freedom and independence. Hence, the agency decided to transform those safely wearing masks into heroes.

The images are available on all GIPHY-enabled apps and platforms. Civic’s social channels will also roll out digital comic books and trading cards featuring agency employees.



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