Covid Is A Bear
You wouldn’t have a bear over for dinner. Why invite COVID into your home?
Research shows increasing one’s concern about COVID can lead to positive, safe behaviors. But there are many who do not share concerns about the virus and its effects, leading to risky behaviors in a time of pandemic. “Typical” public health messaging may not resonate with everyone in this group.
Early concept testing suggested, “COVID is a Bear” would perform well in increasing concern among this hardest to reach and highest risk population.
We successfully launched a campaign with language and imagery familiar to our intended audience. The campaign was highly efficient in reaching its targets, with high engagement rates across our platforms.