Develop a COVID-19 campaign targeting African Americans between the ages of 18-
34, early during the pandemic.
A culturally congruent billboard campaign communicating that COVID-19 was being
transmitted within households: well-intentioned youth were bringing the virus home to family
members, dropping their guard and masks when visiting.
When analyzing the market of COVID-19 promotion, we found a heavy emphasis on testing but little else. We dug into the research and identified key areas of concern, that was not being communicated. We suggested a pivot away from testing (which was an initial suggestion) and towards inter-household transmission.
In developing a campaign that authentically fit within the East Oakland landscape, we planned to ensure that the spaces, outfits, faces, and general message spoke directly to the Black Community members who would see this content.
The photoshoot for this campaign occurred early in the pandemic when no protocol existed for COVID-19 safe production. We developed a robust production plan that ensured our staff and talent were protected while on set.