On Super Bowl Sunday, fans in the Southeast U.S. got to see something the rest of the country did not - a timely and topical message from Novant Health
designed to combat vaccine hesitancy. Novant Health is a not-for-profit integrated system with more than 29,000 team members and physician partners who care for patients and communities in North Carolina, South Carolina, Virginia and Georgia.
The :60 film ('Arms') is part of Novant’s broader 'Let’s arm ourselves against Covid' marketing campaign. It is 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. Together, they represent arms that lift up, arms that calm us down and the nearly 200,000 arms scheduled to be vaccinated thanks to Novant Health and its Arms Coalition.
Simply stated, Novant is asking viewers to put their arms in its hands - especially those in the most vulnerable communities.
The work was created by Boudreau Advertising and also includes print, out of home and digital.
Production Company: Driver Media
Producer: JD Williams
Editorial: Union Editorial
Editor: Laura Milstein
EP Union Editorial: Melissa Lubin
Music: 'People Get Ready' performed by Eva Cassidy