Заголовок | Help is Part of It: Frontline Workers Counseling Project |
Агентство | TBWA\Chiat\Day Los Angeles |
Кампания | Helping Those Helping Us |
Рекламодатель | Frontline Workers Counseling Project |
Бренд | FWCP |
Дата первой трансляции/Публикации | 2020 / 6 |
Бизнес сектор | Информированность о болезнях, группы поддержки и ассоциации |
Слоган | Frontline workers, you're not alone. |
История | In Spring 2020, as Covid-19 took hold in the U.S., healthcare workers were our first line of defense. Among other things, they were exhausted, angry, and confused, often lacking the proper equipment to protect themselves and their families. Sensing a burgeoning mental health crisis, two therapists in San Francisco decided to do something unprecedented: offer free mental health counseling to essential workers for the duration of the pandemic. We helped them build the Frontline Workers Counseling Project. We then gave them the ability to quickly spread awareness about this invaluable resource to the right people. In an atmosphere where the media was treating frontline workers as heroes, we set out to capture and honor the complicated reality of the frontline worker experience to recognize their struggles and open themselves up to receiving help. Emotions like sadness, confusion, anger, and fear were brought to the forefront, with the goal of destigmatizing them. But the ones helping others often don't ask for help themselves. So, while frontline workers were our target audience, we knew we needed to engage insiders and allies to reach them: family, friends, hospital admins, Facebook group admins, influencers, politicians. This "insiders and allies" approach became our communications plan for another reason: there was no media budget for a broad awareness campaign. A secondary audience for this campaign was professional therapists, whom we hoped would be inspired to volunteer. We gave the project its name and visual ID. Central to this ID symbolized the care FWCP provides to frontline workers and the care frontline workers provide to us. We designed a website to serve both frontline workers and volunteer therapists. We launched the website in June 2020, along with an anthem film titled "Help is Part of It," made entirely in-house with donated photography. In it, frontline workers are depicted not as heroes but as humans, persevering under a burden. Most importantly, we created a connected ecosystem of content & tools designed for frontline worker and professional therapist communities to share easily, including social, email, text messages, and signage. We handed this toolkit to the project's organizers to manage, dispense and expand upon, helping them amplify the project's crucial message: help is at hand. |
Тип медиа | Digital |
Длина | |
Стратегический бизнес руководитель | Shannon Franqui |
Главный креативный директор | Renato Fernandez |
Арт-администратор | Bruno Regalo |
Дизайн | Bruno Regalo |
Креативный директор | Doug Menezes |
Копирайтер | Jeff O'Keefe |
Арт-директор | Bert Marissen |
Арт-директор | Mack Gire |
Копирайтер | Mari McMurray |
Арт-директор | Gaia Elise Gallinaro |
Копирайтер | Jamie Wynn |
Social Art Director | Beca Dutra |
Директор производства контента | Anh-Thu Le |
Директор | Renato Jabuka |
Исполнительный продюсер | Dena Moore |
Продюсер цифрового формата | Andrew Serrato |
Заместитель продюсера | Joshua Levion |
Communications | Mikaela Liboro |
Фотограф | Andrew Renneisen |
Фотограф | Chris Keller |