COVID-19 prevention and awareness campaign,
Comunidad Autónoma de Madrid.
With a view to continue raising public awareness on the importance of complying with the health measures put in place to combat the second wave of the COVID-19 pandemic, the Regional Government of Madrid has launched a new prevention campaign with a clear and direct emphasis on the dramatic consequences of non-compliance with the basic safety measures.
The tactic employed by our agency specifically targets young people, drawing on their codes and creatively taking advantage of the media they most consume. Under the
slogan “Don’t skip your life“, we created 3 internet 6-second bumper spots, in which a false ‘skip ad’ button can be seen, to clearly stress that the health measures aren ‘skippable’ the use of masks, maintaining physical distance, and avoiding gatherings of more than 6 people.
With regard to the parties organized by young people, the tactic also includes ads on Spotify with slogans like “It’s not to kill the fun, it’s to avoid infections. Partying today, kills tomorrow”, which will appear on the list of the most listened-to reggaeton songs starting at 00:00 hours.
Likewise, the campaign also counts on large format outdoor graphic material in Moncloa, Cantoblanco, and Ciudad Universitaria, areas with high concentration of young people; banners and guerilla tactics in all the universities and university residencies of the Autonomous Region of Madrid, that consists in putting up an impacting poster, inspired by private classes adverts with detachable strips, with the headline question: Who will this round of shots knock down? (your grandma, your father, your partner, your sister, your neighbor…) and the catchphrase “If you neglect the measures, your loved ones will suffer the consequences”.
Agency: Darwin Social Noise
Advertiser: Regional Government of Madrid
Product: COVID-19 prevention campaign directed at young people
Client contact: Pablo Fraile Cortes
Creative President: Carlos Sanz de Andino
CEO: Alberto Martínez
Executive Creative Director: Oscar Moreno
Design Director: César Bertazzo
Creative team: Pablo Caraballo, Gonzalo Calvo, Miguel Mengs and Javier López
Account Director: María Hermida
Audiovisual Production team: María Jiménez and Andrea Rosenschein
Components: 6 internet spots, 3 Spotify ads, poster, banners and outdoor graphics.