As the COVID-19 pandemic forced the need for social distancing and isolation across the country, iHeartMedia created the MediaSavingLives coalition, bringing together youth-targeted media companies united in the cause to encourage young people to embrace their critical role in winning the battle against the spread of COVID-19. They tapped our agency to develop a campaign supporting CDC’s efforts in communicating the importance of doing our part to stop the spread, targeting “Hard to Convert” audiences, primarily consisting of Millennials, Gen-Zers, and their influencers.
We created a manifesto for thriving in the new normal. Our edgy-yet-responsible campaign tapped into the sentiment of an entire generation, engaging them to transform their challenges into opportunities for optimism and inspiration. We capitalized on user-generated content set to an upbeat and recognizable anthem that reinforced our message: Don’t Stop.