Challenge
20% of students surveyed over the summer indicated that they did not intend to adhere to guidelines around wearing masks and social distancing. Penn State challenged us to develop a campaign to educate, inform, and influence the community about the virus and promote guidelines for health and safety to prevent Covid-19 from spreading across its 22 campuses.
20% of students surveyed over the summer indicated that they did not intend to adhere to guidelines around wearing masks and social distancing. Penn State challenged us to develop a campaign to educate, inform, and influence the community about the virus and promote guidelines for health and safety to prevent Covid-19 from spreading across its 22 campuses.
Campaign
We launched Mask Up or Pack Up, a campaign addressing the shared desire to keep school open—coupled with sub-messaging aimed at distinct special interest groups and their priorities for keeping school (safely) open..
We launched Mask Up or Pack Up, a campaign addressing the shared desire to keep school open—coupled with sub-messaging aimed at distinct special interest groups and their priorities for keeping school (safely) open..
This multi-channel effort motivated students to sign and abide by a compact that stipulates mask wearing, social distancing, and testing, among other COVID-19 prevention guidelines, and reduce fear and anxiety among parents and vulnerable, higher-risk community members, including faculty, staff, residents, and students with risk factors..
Results
Incidence of COVID-19 at Penn State University did not increase among faculty, administrators, student leaders, landlords and community leaders.
“I think they really tapped into the fact that students wanted to be on campus and thus would mask up to be able stay” - White House Coronavirus Task Force Coordinator Dr. Birx on “clever” Mask Up Or Pack Up campaign.
Awards
PRSA Silver Anvil Awards
WINNER, Integrated Communications, Nonprofit Org, 2021
WINNER, Audience Award, 2021
SHORTLIST, Best of Silver Anvil Awards, 2021
PRSA Silver Anvil Awards
WINNER, Integrated Communications, Nonprofit Org, 2021
WINNER, Audience Award, 2021
SHORTLIST, Best of Silver Anvil Awards, 2021
PRSA Bronze Anvil Awards
WINNER, Research/Evaluation, 2021
WINNER, Research/Evaluation, 2021
The SABRE Awards
WINNER, Gold SABRE, Educational & Cultural Institutions, 2021
WINNER, Gold SABRE, Educational & Cultural Institutions, 2021
Creative Director
