Cleveland Clinic Help
As the COVID-19 Omicron variant surged during the end of 2021 and start of 2022, caregivers & hospitals across Ohio, and the nation, were being pushed to their breaking points. With unvaccinated hospitalizations surpassing record highs, it was clear a call for action was needed.
With so much mixed messaging surrounding COVID-19, and images of fatigued caregivers flooding the media, we decided to take a different approach to encourage the citizens of Ohio to get vaccinated.
As the #2 hospital in the world, Cleveland Clinic led the charge with 5 other local hospitals to amplify our message with a single full-page local newspaper print ad, anchored by one simple word: Help.
What started as a single word, on a single ad, in a single Sunday newspaper, expanded to a fully integrated campaign that reached billions of eyeballs around the world.
From Local Print to a National Movement
Our local message spread through national news publications like wildfire and turned the local message, into a national movement. And that movement turned a local newspaper ad into an integrated campaign including broadcast, digital, and social.
Broadcast PSA
OLA
Social
Results
In total, our campaign generated over 1.25 billion impressions in over 150 placements across nationally renowned media sites such as: CNN, The Washington Post, The New York Times, USA Today, Good Morning America, and the list goes on. Oh, and Family Guy himself Seth MacFarlane shared it out with his 13.7 million followers.
