A national public service campaign has hit the airwaves with a life-saving message to 13-34 year olds: “Don’t Stop ‘doing what you love,’ Just Stop the Spread and Stay Home.”
In support of the Center for Disease Control and Prevention’s (CDC) efforts to help stop the spread of COVID-19, Jacksonville-based ad agency Brunet-García (B|G) donated its services to develop the campaign as part of a national coalition of media, technology and entertainment companies called MediaSavingLives.
Formed in mid-March and organized in conjunction with iHeartMedia and ICX Media, the MediaSavingLives Alliance is committed to supporting the public throughout the pandemic and beyond and will evolve its youth-targeted messaging focused on staying home, testing and eventually vaccination. The campaign is expected to deliver more than a billion impressions through media donated by iHeartMedia, ICX Media, ZypMedia, Rubicon Project /Telaria, SpotX, Yieldmo, OUTFRONT Media, GroundTruth, Division-D and Zeta Global. The PSAs, including this anthem piece, will appear in the following formats, ensuring wide-ranging reach and frequency among the target audience: in-home and on-the move platforms, OTT, display, video, digital out-of-home, and iHeartMedia-owned platforms, including streaming audio, podcast, display, video, and broadcast. In addition to the donated media, the campaign is being offered, to local, state, and federal government entities to support their calls-to-action during the pandemic.
Because artists, musicians, varied talents and folks from all walks of life have taken to social media to connect and share with others during the nationwide shelter-in-place, Brunet-García identified user-generated content on the internet and social media that demonstrates how real people are adapting to the “new normal.” MediaSavingLives also garnered the support of celebrity influencers to lend their voice in supporting the critical message of the campaign. The campaign will evolve, and messaging will adapt to the ever-changing landscape presented by the coronavirus pandemic.
This PSA urges the 13-34 year old demographic to not stop what they love doing–while at the same time staying at home and taking guidelines seriously to protect themselves and others from coronavirus.
