The last few years have been rough for the CDC. An unexpected pandemic with unprecedented infection numbers and casualties, that found the organization at the center of confusion, extreme scrutiny, scientific backlash, and politicized medical opinions. There were more than a few messaging channels in play, attempting to repair their reputation. So they came to us seeking efficacy and a unified call to action.
The entity's specialty arm responsible for much of the pandemic response (CDC National Center for Immunization and Respiratory Diseases) shared their concerns, in addition to the goal of developing an optimistic, a-political message to reach its citizens. And after a week of all-hands-on-deck concepting, the tagline "Make COVID History" was born.
A positive double entendre, we called on the nation to make history by beating a global pandemic at home, and by making the illness a thing of the past. The campaign opts for resilience and unity instead of alarming urgency or scare tactics.
Most people haven't experienced anything on this scale during their lifetime. We had a big ask, and your team delivered. – Senior-Level Comms. Specialist
