This was a concept  ad campaign in support of  the City of Chicago’s efforts to educate people in high-risk communities about COVID-19. This campaign helped Chicago effectively use social/digital media targeting to reach the audiences in the city’s Austin, South Shore, and Auburn Gresham neighborhoods.

With an overall goal of driving awareness and inspiring action, this fast turnaround campaign utilized a combination of hard hitting messaging, local pop-culture references and recognizable public figures. The creative was customized to different, specific high-risk neighborhoods around the city and includes relevant neighborhood figures such as Hannibal Burress (Austin Neighborhood) with overall city branding to tie efforts together.

This four phase campaign included approximately 25 different ads in total with each phase having slightly different messaging  in order to conceptually “continue the conversation” of the preceding phase.

These recommendations were used to inform the city’s internal creative that eventually went out across the city.