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.