Open, a Toronto-based creative agency, launched a simple social campaign in response to the rising number of COVID-19 cases in Canada and around the rest of the world.
The campaign, called 'Don't Kill Your Grandma,' shares a simple but effective message around the importance of taking the necessary steps to protect those around you. This message is featured on a floral backdrop that takes inspiration from textiles and wallpaper patterns from designer Laura Ashley. In stark contrast to the muted pastel colors and inviting pattern of the backdrop, Open features the campaign message in bold black lettering, giving it a similar look to on-pack cigarette warnings.
Open first launched the social campaign ahead of the holiday season to remind Canadians to maintain their distance over the break, and has brought it back for the second emergency stay-at-home order in Ontario.
Simple Pandemic Awareness Campaigns
Open Launched 'Don't Kill Your Grandma' on Social Channels
Trend Themes
1. Social Pandemic Messaging - Creative campaigns that leverage stark visual messaging patterns are emerging as a new trend in social pandemic messaging.
2. Family-centric Public Messaging - Family-centric messaging is becoming a crucial trend in public pandemic awareness campaigns, where campaigns target various age groups within families.
3. Use of Dramatic Messaging Styles in Public Awareness Campaigns - Dramatic messaging styles are becoming popular in public awareness campaigns, where campaigns use contrasting and/or disruptive styles to convey the message effectively.
Industry Implications
1. Advertising Industry - The advertising industry can benefit from creating public awareness campaigns that drive home strong pandemic messaging that resonates with the population.
2. Design Industry - The design industry is seeing a trend towards bold and dramatic visual messaging as people look for new ways to convey their messages during the pandemic.
3. Non-profit Industry - The non-profit industry is adopting new methods of promoting their message as they take advantage of technological tools such as social media to connect with their audience as seen in the 'Don't Kill Your Grandma' campaign.