While North America and many parts of Europe and the UK have seen COVID-19 restrictions lift as vaccination numbers rise, many parts of Africa and the southern hemisphere are hitting a deadly third and fourth wave.
South Africa-based TBWA\Hunt\Lascaris is out with a new campaign for mobile operator MTN Group designed to inspire people to get through the crisis by making healthy choices and not getting discouraged.
The effort has just launched in 16 countries across Africa and the Middle East as a rallying cry to motivate the continent to do whatever it takes to get on top of COVID-19.
The campaign was created in partnership with the African Union, a continental body that leads Africa’s development and integration and the Africa Centres for Disease Control (Africa CDC). It acknowledges the tough times and fatigue people have experienced throughout the pandemic — the small daily frustrations, the compromises and the loss of loved ones and so-called “normal” life.
A film, titled “One More Push” anchors the campaign. It is set to a cover of “Don’t Stop,” originally by Fleetwood Mac, arranged by Daniel Eppel and produced by Marc Algranti.
The campaign reminds people to keep wearing masks, washing hands regularly and social distancing. And as many countries look ahead to the vaccine rollout, it provides resources for learning about vaccines, taking shots, and inspiring others to do the same.
In addition to the anchor film, OOH and print ads, there is a digital hub that offers information on vaccinations, advice from healthcare bodies and medical experts, a Q&A and information from the Africa CDC. It also enables people to add to the conversation in positive ways by creating their own personalized message that they can share on their social feeds with the hashtag #onemorepush.