iHEARTMEDIA
Nationwide campaign encourages young people to stay home to stop the spread.

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.

Messaging evolved with CDC Guidance: Stay Home changed to Stay Safe
1.5B+ Impressions
150M+ Millennials & Gen-Z Reached
$30M+ Media Value
Phase One: Stay Home
Phase One: Stay Home

National campaign flips the script to persuade young people to stop the spread of COVID-19.

Ad that says Don't Stop Singing and Just Stop The Spread - Stay Home
Ad that says Don't Stop Partying and Just Stop The Spread - Stay Home
Ad that says Don't Stop Laughing and Just Stop The Spread - Stay Home
Ad that says Don't Stop Celebrating and Just Stop The Spread - Stay Home
Ad that says Don't Stop Dancing and Just Stop The Spread - Stay Home
Ad that says Don't Stop Singing and Just Stop The Spread - Stay Home
A billboard that reads: Don't Stop Loving and Just Stop The Spread - Stay Home
A billboard that reads: Don't Stop Creating and Just Stop The Spread - Stay Home

We also enlisted the help of celebrities who created original, homemade content for the cause.

Phase Two: Stay Safe
Phase Two: Stay Safe

The campaign’s messaging evolved in real-time to correspond with CDC guidance.

Ad that says Don't Stop Cheersing and Just Stop The Spread - Stay Safe
Ad that says Don't Stop Hanging and Just Stop The Spread - Stay Safe
Ad that says Don't Stop Moving and Just Stop The Spread - Stay Safe
Ad that says Don't Stop Singing and Just Stop The Spread - Stay Safe
Ad that says Don't Stop Styling and Just Stop The Spread - Stay Safe
Ad that says Don't Stop Loving and Just Stop The Spread - Stay Safe