In response to the COVID-19 pandemic, the Ad Council, working with the White House, U.S. Department of Health and Human Services (HHS) and Centers for Disease Control and Prevention (CDC), today launched a new series of public service ads (PSAs) to educate and empower parents and families as they navigate the challenges they’re facing as a result of the crisis.
According to research fielded by Ad Council, 45 percent of respondents with children reported feeling anxious, 44 percent reported feeling tired, and 40 percent reported needing peace of mind. The new family-focused creative includes educational content, an animated series, a custom song, and new digital, TV, radio and print ads designed to provide simple tips and guidance for what parents can do to help their families stay safe.
“Between balancing care for children, family members and work, along with managing concerns around the COVID-19 crisis, parents and caregivers are facing immense challenges. These new creative assets will give them resources and support to help keep their families safe and healthy,” said Lisa Sherman, president & CEO of the Ad Council. “We are truly grateful to our partners for coming together in the effort to inform and empower parents during this unsettling time.”
While each platform is providing customized support, the common goal is to inform the American public and equip people with up-to-date CDC information on the COVID-19 crisis.
The following creative assets were developed in partnership with the Ad Council to reach parents:
- Hill Holliday has created a new suite of digital videos, banners, TV spots and social graphics to help drive awareness among families around household cleanliness, hygiene and social distancing. The “Stay Here-o’s” animated series encourages parents to teach their kids how to be superheroes during the crisis and directs parents to the latest resources to better equip them with the information they need to keep their children healthy at home. Full production, design, and animation was done pro bono by Hinge, a Portland, Oregon-based creative studio.
- Meredith Corporation has developed a parent-centric print ad, providing tips on hand washing, physical distancing and checking in with their kids. The asset is running across Meredith Corporation properties including Parents, People and Southern Living and is being made available to other publishers including Condé Nast and Hearst Magazines who are running it in their publications.
- Wordsworth+Booth has developed three new radio spots including a song, educating parents about the ways to protect their families and keep them safe.
The following creative assets were developed in partnership with the Ad Council to further amplify the #StayHome message and ongoing COVID-19 response efforts:
- Amplifier.org is running a global open call to source COVID-19 artwork and will turn select pieces into PSAs for use in digital outdoor, print and static banners in support of the Ad Council’s public health messages. Featuring artwork from independent artists, the first round of assets includes custom work from renown artists Shepard Fairey and Thomas Wimberly.
- The Washington Post has developed custom print ads running in the publication to support the Ad Council’s COVID-19 response efforts. Additionally, through WP Brand Studio, they are the strategic launch partners for the Ad Council’s research report “Coping with COVID-19,” publishing content that analyzes shifts in public perceptions among various demographics amidst the pandemic.
Today’s announcement is part of the Ad Council’s ongoing response to the COVID-19 crisis, convening the country’s largest broadcast media networks, digital and technology platforms, print and outdoor advertising and media companies and other industry leaders to ensure the American public is receiving crucial information during this unprecedented crisis. In the first four weeks, the Ad Council’s crisis response efforts received nearly $140.7 million in donated, earned and social media and the messages were seen over 4.3 billion times.