Fighting COVID in California.

STAY HOME. SAVE LIVES.
STATE OF CALIFORNIA

Credits:
Jessica Selander, Creative Director
Phillip Allen, ACD/Art Director
Larissa McCartney, Art Director
Lacey Gonzalez, Copywriter
Amy Wilk, Art Director
Shelly Barker, Copywriter

Awards:
2022 Hermes Award - Strategic Campaign
2022 Telly Award - Social Video:Series

Challenge: In the early days of the pandemic, California faced the urgent need to spread lifesaving information rapidly, all while the situation on the ground was constantly evolving.

Strategy: Our team hit the ground running, practically becoming an extension of the Governor's Office. We handled strategy, partnerships, messaging, you name it – anything to help the state get critical information to those most in need. As the situation stabilized, we pivoted towards a more proactive approach, crafting a variety of targeted campaigns to change behaviors and save lives.

Results:

• Our work reached 98% of Californians, covering everything from stay-at-home orders to safe holiday practices.

• Our videos surpassed benchmarks and maintained a completion rate of 59.65% while generating over 3.4 million clicks to the state's COVID website.