The COVID-19 pandemic has been the largest health crisis of our time, but heated political debates were clouding medical recommendations on the importance of mask-wearing. To rise above the noise, Cronin created an emotionally charged campaign that tapped into the strength and resiliency of Northern New Englanders. The campaign rallied the community to mask-up by celebrating mask wearing as something for the strong and something to be proud of, using the powerful and unifying theme line, “Stay Strong. Masks On.” This was followed by a triumphant next phase of messaging: the vaccine was here, and “There’s Hope Inside” those bottles, ready to help them back to a normal, happy life.
Results:
Achieved highly impactful reach to the people of NH and VT.
Motivated an extraordinary number of residents to engage with Dartmouth Health to learn more.
Following the vaccine campaign, New Hampshire led the nation with the percentage of the population having received “at least one shot.”
Award-winning: Recognized with 9 Healthcare Advertising Awards, the largest and most widely respected healthcare advertising competition.
