| 标题 | Help is Part of It: Frontline Workers Counseling Project |
| 广告公司 | TBWA\Chiat\Day Los Angeles |
| 广告战役 | Helping Those Helping Us |
| 广告主 | Frontline Workers Counseling Project |
| 品牌 | FWCP |
| 首次发布日期 | 2020 / 6 |
| 行业领域 | 疾病认知、救助机构 |
| 广告口号 | Frontline workers, you're not alone. |
| 剧情简介 | In Spring 2020, as Covid-19 took hold in the U.S., healthcare workers were our first line of defense. Among other things, they were exhausted, angry, and confused, often lacking the proper equipment to protect themselves and their families. Sensing a burgeoning mental health crisis, two therapists in San Francisco decided to do something unprecedented: offer free mental health counseling to essential workers for the duration of the pandemic. We helped them build the Frontline Workers Counseling Project. We then gave them the ability to quickly spread awareness about this invaluable resource to the right people. In an atmosphere where the media was treating frontline workers as heroes, we set out to capture and honor the complicated reality of the frontline worker experience to recognize their struggles and open themselves up to receiving help. Emotions like sadness, confusion, anger, and fear were brought to the forefront, with the goal of destigmatizing them. But the ones helping others often don't ask for help themselves. So, while frontline workers were our target audience, we knew we needed to engage insiders and allies to reach them: family, friends, hospital admins, Facebook group admins, influencers, politicians. This "insiders and allies" approach became our communications plan for another reason: there was no media budget for a broad awareness campaign. A secondary audience for this campaign was professional therapists, whom we hoped would be inspired to volunteer. We gave the project its name and visual ID. Central to this ID symbolized the care FWCP provides to frontline workers and the care frontline workers provide to us. We designed a website to serve both frontline workers and volunteer therapists. We launched the website in June 2020, along with an anthem film titled "Help is Part of It," made entirely in-house with donated photography. In it, frontline workers are depicted not as heroes but as humans, persevering under a burden. Most importantly, we created a connected ecosystem of content & tools designed for frontline worker and professional therapist communities to share easily, including social, email, text messages, and signage. We handed this toolkit to the project's organizers to manage, dispense and expand upon, helping them amplify the project's crucial message: help is at hand. |
| 媒体类别 | 互动 |
| 长度 | |
| Strategic Business Lead | Shannon Franqui |
| 首席创意官 | Renato Fernandez |
| 美术总监 | Bruno Regalo |
| 设计 | Bruno Regalo |
| 创意总监 | Doug Menezes |
| 文案 | Jeff O'Keefe |
| 美术指导 | Bert Marissen |
| 美术指导 | Mack Gire |
| 文案 | Mari McMurray |
| 美术指导 | Gaia Elise Gallinaro |
| 文案 | Jamie Wynn |
| Social Art Director | Beca Dutra |
| Director of Content Production | Anh-Thu Le |
| 导演 | Renato Jabuka |
| 执行制片 | Dena Moore |
| 数字制片 | Andrew Serrato |
| Associate Producer | Joshua Levion |
| Communications | Mikaela Liboro |
| 摄影师 | Andrew Renneisen |
| 摄影师 | Chris Keller |