Fighting for the Frontline

With healthcare workers losing steam in the battle against COVID-19, Valleywise Health asked us to create a campaign that would encourage the community to fight the virus with medical workers—not against them. Through direct and assertive messaging, we implored everyone to take individual responsibility for their actions and follow safety protocols to stop the spread of the virus.

We designed a campaign that uses a double entendre to convey two important messages:

1. Healthcare workers are tired, and they’re watching. Every time you go in public without a mask, you create more work for doctors and nurses, and they see you. This message leverages the “audience effect”, a psychological principle that observes how people behave differently when they know they are being watched by others, to encourage the desired healthy habits.
2. Participation is ICU-critical. ICU, as in “intensive care unit”, is more than clever wordplay. It means that if you don’t do your part as an individual, you not only hurt the community—but you put your life at risk. Following safety guidelines is critical for you to avoid hospitalization and/or death.

Spreading Awareness to Save Lives

Deliverables for this campaign included display ads, social media posts, billboards, flyers, and more. Through a collective effort, we raised awareness on behalf of the Greater Phoenix Leadership Council and produced award-winning, impactful creative work with an important message.