Be The One

During the global COVID-19 pandemic, we hired as a subcontractor to partner with creative agency, Soze to lead the creative direction for a Contact Tracing brand campaign. The deliverable was to create a white-label campaign and toolkit for the hard-hit minority communities in Suffolk County, New York and Philadelphia. This toolkit served as a guide in messaging the importance of trusting the call from your local contact tracer. It would also have to connect with a wide demographic, from youth to older adults who tend not to trust the federal government.

We had to debunk misinformation and clear the confusion through our messaging by going beyond the statistical data that remained at the forefront of the pandemic fight. Following the lead of the Centers for Disease Control and Prevention (CDC) and local agencies, our challenge was to create a program that would garner public trust. Our approach was to lean on the simple human truth that most people want to be helpful.

Be the One is a heroic, triumphant, fearless, and confident campaign that tested well in the key regions and the intended demographic. Some of the takeaways from the respondents was that instead of feeling hopeless, it made them feel empowered to help their community.