Became a leading major City in Covid vaccinations, increased indoor public mask use and rallied the the second largest City in America to come together in the fight against Covid-19.

The goal was to create a poster, outdoor and social media awareness and information campaign that would grab the attention and motivate youth (18-29 year olds) and Latinos (18-54 year olds) to wear masks in public (Phase 1) and to get vaccinated (Phase 2).  In the first 18 months of the pandemic, these populations had the lowest Coivd-19 vaccination rates in the City/County and their positive case and hospitalization rates were dramatically on the rise. We worked with LA based renowned artist Shepard Fairey and his design team, Studio Number One, to spark and create a compelling bi-lingual campaign that would resonate and change the behavior of our target audiences. 

For Phase 1, our goal was to communicate through art how wearing a mask is a sign of respect — to our neighbors, our nurses, doctors, and essential workers, our loved ones, and our fellow Angelenos. The City of L.A. teamed up with local artists to develop free posters for homes, shop windows, outdoor and social media. Our tagline became “Protect & Respect” / “Protege Y Respeta.” Phase 2 was an evolution of this campaign as the vaccines became widely available to these populations who were also amongst the most vaccine hesitant in Los Angeles in the first year and a half. Media was donated and placed in specific communities with high concentrations of our target groups. Posters were also posted by thousands of businesses and residents across the City to encourage mask use and vaccinations through their shop and home windows, to create a community movement in the fight against Covid-19.

Key Impacts

LA became a leading major US City in administering Covid vaccines.

Mask use awareness increased amongst this population.

The community rallied together to fight Covid-19.

Artists shared their works for free.

$500K secured in donated media.

Services

Strategy, Creative Development, Production, Activation, Partnership Development, Social Media, Traditional Media