Case studies / New York State (department of health)
Uniting community voices for statewide impact and action
Brand
New York State
Industries
Political
Services
Video Marketing
Strategy
Photography
Background
New York State launched a safety campaign and needed a message that encouraged residents to wear masks and protect one another during the pandemic.
Challenge
Facts were clear and widely known. The public had heard the science many times. What they lacked was emotional connection. Our challenge was to create a message that people would feel rather than tune out.
01
Identify the emotional gap in public messaging
02
Capture authentic tone that felt personal and relatable.
03
Produce assets built for broad reach across the state.
Process
We focused on community storytelling. Instead of more instructions, we built a shared voice that reflected the state itself. We sourced a diverse group of people, captured simple and honest moments, and shaped the footage into a unified message about caring for each other.
Solution
We created a public service piece that featured many voices speaking one simple idea, care for each other by wearing a mask. The result made the message human again and helped New Yorkers see themselves in the call to act.