Senior Copywriter & Brand Strategist
To slow the spread of COVID-19. the Bill & Melinda Gates Foundation (BMGF) gave a grant to the Public Health Seattle & King County (PHSKC) for an educational campaign. BMGF also handpicked a team they knew could create the campaign in record time. Led by Margo Gillman of Gillman Communications, it included me (senior writer), Beth Ruoff (strategist and creative director), Imani Greene (media director) and Janet Thomas (senior designer).
We had to communicate the need for social distancing, without making people feel they were being isolated, to the entire King County community — immediately. To accomplish this, we created a full multi-media PSA campaign and negotiated widespread placement in a fraction of the usual timeframe.
Results
The campaign had over 50 million impressions, with an ad value of more than $712,000. Most important, PHSKC confirmed that our work was instrumental in slowing the spread of COVID-19 and helped save lives.