CDC FOUNDATION + CALIFORNIA FOR ALL + CA DEPT. OF PUBLIC HEALTH

Stay home. Save lives.

A public awareness and health campaign to educate and provide essential resources for Californians during the onset of the COVID-19 pandemic.

Campaign Manifesto:

California is no stranger to crisis. Recessions. Wildfires. Earthquakes. But it’s never faced a moment like this. A moment that changed so many lives—demanded so many sacrifices. And while we’ve had to face it all apart, we were never alone. Through the good and the bad, we’re in this together. We can make a difference. Stay home. Wear a mask. Keep your distance. Wash your hands. Connect with your loved ones and help your communities. We will get through this.

Project Deliverables:

Campaign Style Guide + Library of Assets
Print
OOH & Ambient
Broadcast
Social Media
Experiential

My Roles:

Senior Art Director, Lead Brand Designer
Concepts, Tactics & Executions

Brief:

In early 2020, COVID-19 made its way across the globe to California state. Racing against an invisible clock that could literally mean life or death, we were tasked with creating a branded health awareness and education response to help Californians stay safe as the pandemic continued to unfold and manifest in different ways.

Creative Strategy:

Our strategy was to help Californians stay physically safe through responsible behavior while helping them mentally and emotionally deal with the uncertainty of the future while battling mis-and disinformation. We build a foundational core concept and visual identity that was able to change as quickly as the information was getting updated — daily.

Campaign Branding

At the beginning of the COVID-19 pandemic outbreak, it became quickly apparent that California leadership was going to have to react quickly and nimbly to provide all Californias with safety information, tips, and up-to-the-minute data. In order to provide that information at break-neck speed, I lead the almost-overnight development of a 30-page style guide, so that our client and the other state partners, vendors, and press could deliver this information to the masses in a way that felt united, consistent, and eye-catching.

Social Campaign

Over 500 custom assets were created for Instagram, Twitter, and Facebook as ongoing support for the California governor’s office in the initial phases of COVID-19 communication. They included individual graphics, multi-image sliders, animated GIFs, and motion pieces, all of which directed residents of California back to covid19.ca.gov for up-to-date information.

Videos

With over 300 videos delivered, below is just a small selection of some of the best ones.

Paid Media & Digital Banner Ads

As Californian’s settled into their homes under quarantine orders, we reached them through targeted digital banner ads across many networks and even hit the Millenial audience where they were — trying to find a stay-at-home buddy on Tinder or Plenty of Fish.

Out-of-Home & Billboards

In face of a global pandemic, this crisis comms campaign was placed everywhere. Traditional OOH, digital signage, bus stops, in-store — always driving the public to the website for the latest up-to-minute information on how to protect themselves and others.