This is when advertising can be powerful. Oregon governor Kate Brown has a simple message for residents during the coronavirus COVID-19 pandemic – stay home and save lives. The statewide public awareness campaign from Portland-based ad agency Wieden+Kennedy, the Oregon Health Authority, and public health partners is crafted to inform Oregonians about the urgent importance of social distancing.
The campaign was created to speak directly to Oregonians across the state about the significance of the health crisis and what they can do to help.
It also highlights the essential workers on the front lines of this crisis — such as health care workers, first responders, grocery store employees, and many more — who are working every day to ensure Oregon continues to operate during this crisis.
Wieden doesn’t pull any punches as the campaign uses blunt language to urge people to stay home, including ‘Don’t Accidentally Kill Someone’ and a twist on the popular Portland motto ‘Keep Portland Weird’ which crosses out ‘Weird’ and replaces it with ‘Alive’.
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“We are facing an unprecedented crisis. None of us have been through anything like this before,” said governor Brown. “The single most important thing each of us can do to protect our community and frontline workers, and to save lives right now, is stay home.”
The ‘Stay Home, Save Lives’ campaign will appear on television, radio, on social media, and online. Oregon Health & Science University contributed their expertise by providing information and perspective from doctors and scientists.
The work by Wieden+Kennedy was done on a pro-bono basis for the state. Travel Oregon, a semi-independent state agency, has an existing contract with Wieden+Kennedy, which permitted the agency to work with the governor’s office on the public awareness campaign related to the Covid-19 pandemic.
CLIENT: Governor Kate Brown, Oregon Health Authority
AGENCY: Wieden+Kennedy Portland
SOURCE: The Drum