educate gen Z on covid-19
FLORIDA DEPARTMENT OF HEALTH
youth covid-19 CAMPAIGN
Young people believe they are invincible. Nothing can stop them – not even a global pandemic. When COVID-19 hit – there was an urgency to educate youth and young adults on the importance of following CDC guidelines for prevention of COVID-19.
The Florida Department of Health tapped my team at Golin to convince 5 million young & diverse Floridians to adjust to a new norm. I led my team in copywriting and art direction for this social media campaign.
Creative challenge: There was a lot of COVID-19 talk on social media so our campaign creative could not feel like a typical government PSA. Our creative strategy focused on eye-catching and authentic content that represented youth culture and their voice.
Our strategy was to infiltrate the channels where our audience lives in most, with messages delivered via creative that reflects youth culture. We repeated these messages over and over to mitigate misinformation.
Most importantly, we needed the content to resemble what our audience was already consuming on social media. We used trends from consumer brands and user-generated content to create content they wanted to pay attention to. On TikTok - we made TikToks, not ads.
216M+ impressions later - 40% of Florida’s youth saw and recalled at least one campaign ad, unaided, after just five months in market.
Nine in ten youth and young adults who saw the ads indicated they found the content to be useful and engaging. Eight in ten said they took the advice seriously and it motivated them to be safe.
Agency: Golin
Art Direction: Monique Hernandez
Motion Design: Lucas Mariano & Jasmine Brown
Designer/Illustrator/TikTok Production: Ruth Burotte