New York City has commenced phase one of reopening this week. Governor Cuomo’s Office
has joined forces with creative agency TBWA\Chiat\Day NY
to develop an OOH campaign addressing the guidelines the city is asking New Yorkers to follow, to stop the spread of Covid-19.
Knowing the virus doesn’t spread itself, people spread it, the campaign encourages New Yorkers to take control of their own actions. With this insight, the messaging ‘Stop the Spread. It’s Up To Us, New York.’ was born. From wearing a mask to not touching your face, each message highlights the simple things New Yorkers can do to combat Covid-19.
Launched on Monday via Andrew M. Cuomo, Governor of New York’s daily briefing, the campaign is a reminder for every New Yorker to do their part. Elaborating further, Governor Cuomo noted: “As we recognised throughout the Covid crisis, communicating the facts is the key to beating this virus. By letting New Yorkers know the importance of protective measures including wearing a mask and social distancing, we did the impossible and bent the curve. Now we need everyone to continue the discipline, and this public awareness campaign will remind all New Yorkers to protect themselves and others. It’s loud and it’s clear and it says keep it up New York.”
Rob Schwartz, CEO TBWA\Chiat\Day NY continues: “Public service announcements can be clinical, so we approached this campaign by disrupting this advertising convention, ensuring each creative asset was as eye-catching as possible. We wanted to deliver critical, clear information in a disarming and memorable way.”
Focusing on usually busy thoroughfares, the campaign is a series of OOH placements on MTA buses and trains. Billboards throughout Columbus Circle, Times Square and areas around Albany and Buffalo will also educate people on how to stop the spread.