Challenge: In the midst of the COVID-19 pandemic, get people in harder-to-reach Orange County communities to remember and act on the basic steps they can take to protect themselves and others from the disease.

Campaign: We developed a simple, “Stop, Drop and Roll”-style theme line that could be easily translated into ten languages spoken by our target audiences, then promoted it via intensive, multicultural community outreach and partnerships, outdoor billboards, transit shelter posters, digital/social advertising, and videos setting the catchy “Face, Hands, Feet” theme to a memorable, danceable music track.

Results: The fresh approach was well received, with hundreds of users downloading and sharing materials from the campaign website in the first two weeks alone.