Case Study:
MaskUp Manatee!
MaskUp Manatee! Billboard
MaskUp Manatee! Card
MaskUp Manatee! Masks
MaskUp Manatee! Poster
One of the cars with a "Mask Up Manatee Coalition" decal.
Angel Award - Addy Award
Introduction
In the throes of a global pandemic, when uncertainty loomed large and communities grappled with unprecedented challenges, the imperative for clear, unified public health messaging became paramount.
This is the account of how strategic marketing expertise and collaborative leadership coalesced to foster community resilience and health.
Challenge
As COVID-19 surged, Manatee County faced the critical task of encouraging its residents to adopt preventive measures, particularly mask-wearing, to mitigate the virus's spread. County and community leaders, including the county government and the Florida Department of Health, recognized the necessity for a cohesive campaign to promote this behavior.
The challenge lay in crafting a message that would resonate across diverse demographics, engender trust, and prompt immediate action, all while navigating the complexities of a rapidly evolving public health crisis.
Solution
Drawing upon a rich tapestry of marketing and design experience, I conceptualized and executed the "MaskUp Manatee!" campaign—a multifaceted initiative designed to permeate the community's consciousness and effect behavioral change:
Collaborative Press Conferences: I helped bring together key stakeholders from various county agencies. These conferences served as platforms to deliver unified messages, demonstrating solidarity and reinforcing the campaign's credibility.
Educational Outreach in Schools: Recognizing the influence of younger generations, I produced engaging video content tailored for local schools. These videos educated students on the importance of mask-wearing, empowering them to become ambassadors of the message within their families and social circles.
Distribution of Branded Masks: To facilitate immediate adoption of the recommended preventive measure, I oversaw the design of free, branded masks. This not only addressed potential accessibility issues but also turned mask-wearing into a visible symbol of community solidarity.
Integrated Social Media Campaign: Leveraging the reach of digital platforms, I helped develop a robust social media strategy that disseminated consistent messaging across multiple agencies' channels. This approach ensured widespread visibility and engagement, allowing the campaign to tap into existing networks and amplify its impact.
Result
The "MaskUp Manatee!" campaign yielded significant outcomes that underscored the power of strategic communication and collaborative effort:
Mitigated Viral Spread: The concerted push for mask-wearing contributed to a measurable deceleration in COVID-19 transmission rates within Manatee County, safeguarding public health and alleviating strain on local healthcare facilities.
Enhanced Interagency Collaboration: The campaign fostered unprecedented partnerships among county agencies, establishing a framework for unified action that could be leveraged for future public health initiatives.
Recognition for Excellence in Public Service Advertising: The campaign's innovative approach and impactful execution were honored with the Angel Award from the American Advertising Federation (AAF) for my Art Direction. This accolade highlighted the campaign's excellence in public service advertising and set a benchmark for similar initiatives.
In essence, the "MaskUp Manatee!" campaign exemplifies how adept marketing strategies, when synergized with community collaboration and a commitment to public well-being, can navigate the complexities of a health crisis and steer a community toward resilience and collective responsibility.