With social distancing a critical part of inhibiting the spread of COVID-19, Rochester-based ad agency Partners + Napier has created a pro bono communications effort to encourage … read morepeople to stay home or - barring that - a minimum of six feet apart. The effort was the result of a task force that includes the Monroe County Department of Health, Rochester Regional Health, the University of Rochester Medical Center and Causewave Community Partners. The work includes radio and TV spots that will run during time donated by local broadcasters. There will also be an out-of-home blitz that includes traditional media like posters, as well as a guerrilla marketing effort using temporary spray paint and stencils to spread the message in unexpected places around the city, including on walls, sidewalks, front porches and the floors of grocery stores. These tactics were necessary due to the limited media options that reach underserved communities and the flexibility they offer in quickly tailoring campaign messaging. Because the “Do Your Part. Stay Apart.” message applies to everyone across the U.S., the Monroe County COVID-19 Task Force agreed with the agency’s recommendation to share the creative assets widely. The campaign landing page at www.sixfeetsaves.org includes a fully integrated suite of assets that are free to download, including both English and Spanish versions. This downloadable toolkit will allow any community or municipality to activate the messaging for their own use.
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