Phase 1: How to Stay Healthy
The first phase of the campaign cleverly educated Wisconsinites about the behavior changes needed to change the course of the virus. The approachable tone helped soften the fear everyone was feeling at the beginning of the pandemic.
Out-of-Home Ads
Instagram/Facebook Ads
TV Spots
Phase 2: Why to Practice Safe Practices
As “COVID-fatigue” starting setting in, we evolved our message and tone to focus on the emotional reasons to keep practicing safe practices. Using real people and their “all-in” stories provided a renewed sense of motivation and responsibility right when everyone’s patience was beginning to wear thin.
Instagram/Facebook Ads
TV Spots
Radio Spots
Phase 3: Support Local
Many other state organizations started promoting their own how-to-stay-COVID-safe messages, so we pivoted the We're All In campaign to focus on the economic survival of Wisconsin businesses. Encouraging Wisconsinites to show support for their hometowns helped every community in the state weather the economic turmoil of the pandemic.
TV Spots/Social Media Videos
Social Media Shoutout Generator
Website
Throughout all phases of the campaign, the We’re All In website served as a way for Wisconsinites to connect with and participate in the initiative. There are tips to stay safe, ways to join in, ideas for sharing, downloadable business resources and much more.
