The Ford Motor Company launched its #FinishStrong campaign to encourage viewers to stay safe during the next few months to help the United States recover from the pandemic.
The #FinishStrong campaign was launched with a 30-second video ad that was aired on ABC during the Citrus Bowl, as well as on ESPN during the Peach Bowl, Rose Bowl, and Sugar Bowl. The company stated that the ad attempts to make an appeal to a shared sense of patriotism in the United States instead of relying on fear to motivate people to be safe.
"While many are weary from the challenges 2020 has thrown at us, now is the time for us to pull together, protect each other and finish strong until COVID-19 vaccines arrive more broadly. Lives are on the line," said Kumar Galhotra, the president of Ford’s Americas and International Markets Group.
Pandmemic Safety Ad Campaigns
Ford Launched Its #Finishstrong Campaign to Encourage Safety
Trend Themes
1. Patriotic Safety Campaigns - Companies can leverage national pride to encourage safe behavior during the pandemic.
2. Collaborative Safety Measures - Involving communities in creating and promoting safety measures can boost compliance and foster a sense of shared responsibility.
3. Positive Reinforcement Ads - Ads that focus on the positive outcomes of safe behavior, rather than fear-mongering, can appeal to viewers' sense of hope and motivation.
Industry Implications
1. Automotive - Auto companies can use their marketing resources to promote safe behavior during the pandemic, cultivating customer loyalty and trust.
2. Advertising - The pandemic presents a unique opportunity for advertisers to create campaigns that resonate with viewers' emotions and inspire positive societal change.
3. Public Health - Collaborating with private companies on public health campaigns can leverage their resources and reach to improve outcomes, especially during crises.