PRO BONO PSA CAMPAIGN
AGENCY: MADWELL

When Covid first emerged, there was a massive amount of fear, confusion, and misinformation being spread. There were rumors about the virus’s origin, transmission, and treatment.

“We Are the Countervirus” was a clear, direct, “open-source”-style global pro-bono PSA campaign that ran on 100% donated media with one goal: provide accurate information in an equally highly transmissible—aka shareable—format.

Our work ran in grocery stores, doctor’s offices, pharmacies, atop and inside taxis, and in digital OOH placements in a dozen countries (US, Canada, UK, Mexico, EMEA), and over social media. The campaign ultimately ran on thousands of screens and benefitted from $35MM in donated media placements.

WHAT I DID:
Campaign concepting and development • Messaging strategy • All copywriting