VB+P and AdTech Cares join forces to encourage mask wearing


By thesanfranciscoegotist / /

Despite what Donald Trump would like you to believe, the spread of COVID-19 continues because many Americans refuse to wear masks. A new PSA from Venables Bell + Partners aims to change behaviors and encourage mask wearing. The campaign was done in partnership with AdTech Cares – a coalition of advertising and media partners who are donating their services to help create messaging that supports the World Health Organization’s recommendations. 

The VBP team noticed that most of the work in this category pointed to the science, but failed to tap into the emotional side of things. To truly change behavior or develop a new one, the team set out to create messaging that is much more personal, and which (literally) puts a name to the desired behavior. 

The campaign, which is comprised of an online video, digital banners, sticker GIFs, and an Instagram challenge, uses cloth and digital masks as a platform to share compelling reasons to wear a mask – like protecting your elderly neighbor, your friends, family, and local healthcare workers. The messages are personalized, and ultimately convey that wearing a mask means that you’re not just looking out for yourself – you’re looking out for everyone around you.



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