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VB+P and AdTech Cares Join Forces to Make Mask Wearing More Personal

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New effort supports World Health Organization recommendations

VB+P and AdTech Cares Join Forces to Make Mask Wearing More Personal

As the world witnesses the continued spread of Covid-19 and many individuals push against health safety guidelines, Venables Bell + Partners wanted to share a new PSA, that aims to change behaviours and encourage mask wearing. The campaign was done in partnership with AdTech Cares – a coalition of advertising and media partners who are donating their services to help create messaging that supports the World Health Organisation’s recommendations. 
 
The VBP team noticed that most of the work in this category pointed to the science, but failed to tap into the emotional side of things. To truly change behaviour or develop a new one, the team set out to create messaging that is much more personal, and which (literally) puts a name to the desired behaviour. 

The campaign, which is comprised of an online video, digital banners, sticker GIFs, and an Instagram challenge, uses cloth and digital masks as a platform to share compelling reasons to wear a mask - like protecting your elderly neighbor, your friends, family, and local healthcare workers. The messages are personalized, and ultimately convey that wearing a mask means that you’re not just looking out for yourself – you’re looking out for everyone around you.

Production partners Pretty Bird, Lumberyard, Gold State Post and Company 3 also donated their time and resources to bring this campaign to life. 

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Client

CLIENT NAME: AdTech Cares

SPOT NAME: Masking for You

Agency

AGENCY: Venables Bell & Partners

CHAIRMAIN: Paul Venables

EXECUTIVE CREATIVE DIRECTOR: Will McGinness

CREATIVE DIRECTOR: Tyler Hampton

ART DIRECTOR: Megan VanDagens

COPYWRITER: Collin Smith

DIRECTOR OF INTEGRATED PRODUCTION: Hilary Coate

AGENCY PRODUCER: Emily Tarran

BRAND SUPERVISOR: Caroline Moran

SENIOR STRATEGIST: Cody Levin

DIRECTOR OF BUSINESS AFFAIRS: Quynh-An Phan

ASSOCIATE TRAFFIC DIRECTOR: Jermelia Holling

Production

PRODUCTION COMPANY: Prettybird

STAFF BIDDER: Rachel Main

EXECUTIVE PRODUCER: Natasha Wellesley

Post Production

POST PRODUCTION COMPANY: Lumberyard

EDITOR: Steve Courtney

ASSISTANT EDITOR: Jason Bridges

POST PRODUCER: Anna Lindsay

MUSIC COMPOSER/MIXER: Jason Bridges

VFX

V/FX: Golden State Post

SR. FLAME ARTIST/OWNER: Matt Trivan

Colour

COLOUR: Company 3

COLOURIST: Bryan Smaller

PRODUCER: Ashley McKim

Genres: People

Categories: Awareness, Corporate, Social and PSAs

Venables Bell + Partners, Tue, 29 Sep 2020 16:28:12 GMT