2022

NYX Video Awards - Silver Winner Winner

Our Comeback

Entrant Company

True North Inc.

Category

COVID-19 Related - Government

Client's Name

San Mateo County

Country / Region

United States

BACKGROUND “Our Comeback” is an integrated campaign to raise awareness among every demographic of San Mateo County, CA about the importance of working together to combat the spread of COVID-19. This entry is for the second and third phases of an initiative we began in 2020 with new creative and media strategies in 2021 as the pandemic continued its unpredictable path. We built on the awareness of the importance of masking, social, distancing and handwashing to the need for the community to get vaccinated and boosted. Our campaign underscored how coming back and recovering from the impact of COVID-19 would truly take everyone: government officials, essential workers, multi-generational households, and frontline healthcare heroes alike. A critical requirement of the campaign was to reach every corner of the county. The creative was translated into Spanish, Chinese, and Tagalog to ensure the diverse communities got the important health message and our team was developing brand elements that were inclusive. PHASE 2: RESILIENCY Measuring public sentiment is an imperfect process, but one that requires cooperation from every county agency. True North convened with health officers, equity team members, and county managers to determine if the campaign was reaching every corner of San Mateo County and how it was being received by key demographics. Recognition was high, and the campaign was spreading a positive message; however, there was a need for the messaging to shift to a more direct call for resiliency and tailored creative for Chinese and Spanish-speaking communities. PHASE 3: THE VACCINATION CAMPAIGN Following Phase 2, the vaccination efforts began to ramp up. San Mateo County Health focused their efforts on creating a vaccine rollout process that could support the demand of the residents. County officials came to True North to develop a vaccine promotion campaign that is focused on educating hard-to-reach communities about the urgency to receive the COVID-19 vaccine and the reasons to believe in its efficacy. The campaign includes targeted television, print, and out-of-home to deliver all the reasons residents can have confidence in the vaccine and shouldn’t wait to protect themselves and their families.

Credits

Executive Creative Director, True North Inc.
Daniel Brown
Creative Director, True North Inc.
Victoria Wetterer
Senior Art Director, Editor, True North Inc.
Maryah Arangio
Senior Copywriter, True North Inc.
Mia Wiskow
Senior Project Manager/Production Director, True North Inc.
Russell Clark
Designer/Production Artist, True North Inc.
Chanelle Reyes
Group Account Supervisor, True North Inc.
Maryanne Connell
2022
silver
winner
Personal Works

Entrant Company

National Taipei University of Technology, IXD

Sub Category

Art Direction (NEW)

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School of the Art Institute of Chicago

Entrant Company

Yu Chen

Sub Category

Schools/Colleges/Universities

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Colorado College Hockey

Entrant Company

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Sub Category

Cinematography / Videography

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Waggener Edstrom Worldwide, Inc. / Bittrex, Inc.

Entrant Company

Studio Fets LLC

Sub Category

Motion Graphics (NEW)