The outbreak of coronavirus disease 2019 (COVID-19) has caused uncertainty for many in regards to general procedures and precautions to take with the disease. The primary objective of the “Handwashing” PSA is to educate and spread awareness for actionable precautions for safety and wellness. Furthermore, the PSA offers resources and support for the NYC community to stay informed.
Due to the importance and urgency of public awareness and guidance from the NYC Department of Health and Mental Hygiene in regards to COVID-19, a 360 degree marketing plan across a wide array of platforms ensured maximizing exposure and emphasis. A focus was put on location based, region and demographic targeting on social and digital media from Facebook, Instagram, and Youtube while leveraging direct digital media buys. The spot was translated and created in 24 languages.
As of June 1, 2020, the cumulative PSA campaign response for COVID-19 from the NYC Department of Health’s Youtube are at 18.9 million views and growing. The spots have further digital views and shares across all social media.
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