Data showed Californians had low awareness of COVID therapeutic treatments like Paxlovid. The California Department of Public Health engaged Duncan Channon to develop a campaign that could cut through the fatigue audiences had developed toward COVID messages and would encourage Californians to ask their doctors about treatments as soon as they notice symptoms.
Extended Cut
To break through COVID complacency, a memorable jingle campaign was created to get the word out to Californians about how to test, treat, and beat COVID. The concept was later adapted for a multicultural audiences and translated in 6 languages.
In the Wild
Print, social, and out-of-home features the same energy, colorful cast of characters, and bright, optimistic color palette. Typography was designed to evoke the same energy and motion as the video.
The Impact
With a 2X audience recall rate that soared past the benchmark, a ^16% lift in awareness of treatment benefits, and a ^13% likelihood that those who've seen the ads would recommend treatments to a friend, the campaign was renewed for a second year. Aside from that, my kids learned every word of the jingle after only hearing it a few times and couldn't stop singing it around the house for weeks after.
Creative Credits
Agency: Duncan Channon
Creative Director: Kelly McCullough
ACD/CW: Madeline Lambie
Art Director: Nakita Simpson
Design Director: Darlene Gibson
Broadcast Producer: Amanda Chaffin
Print Producer: Jess Shay
Director: Zac Ella
Photographer: Andre L. Perry