Billboard
Radio

We rallied together the entire team to turn this campaign around in less than a month and quickly produced timely graphic design, video, and ad placement for the Kansas City COVID-19 response in order to keep our community safe, healthy, and open. With full-fledged media planning, marketing strategy, a brand campaign and a full visual suite, plus the pressure of pandemic public health sensitivity, we knew we needed an impactful campaign. We researched the best ways to appeal to the target audience and the psychology behind action-oriented public health messaging with a mission to craft a message that helped normalize mask-wearing and encouraged a change in behavior in outbreak areas. 

THE CAMPAIGN 

The “Do What You Gotta Do, To Do What You Wanna Do” campaign’s biggest element was a video that we concepted and creative-directed with our video partners KJO Media. It featured all local talent, crew, businesses, and activities. This campaign positions masking as a solution that enables people to get back to doing what they love. By wearing a mask, people are protecting others, but still enjoying the things they love in Kansas City, like shopping, going to museums, or enjoying coffee with friends. 

The campaign also featured a simple logo that had the phrase “wear your mask” in the shape of a mask. This was featured on print, digital, and billboards throughout the city. Radio ads for the campaign included musician Calvin Arsenia’s original song and encouraged people to wear masks. These 15-second spots ran on multiple stations.