Contain COVID-19 with Humor and Celebrity Impact.
Social Media
Branding
Design Strategy
Project Overview
A recognized and trusted voice with scientific public health credibility, Morehouse School of Medicine (MSM) ranks among the nation’s leading medical schools and HBCUs. MSM saw a need to draw attention to the risks of gathering and promoting safe, healthy behaviors during the holidays. The #MSMMaskup PSA encouraged people to stay home and wear a mask. To get people to listen, act, and comply, that message needed to be delivered not by doctors and authority figures — rather, by celebrities and through the use of humor. Dragon Army built and executed a full social media-driven PSA campaign built around a script titled “Stay Your [BLEEP] at Home.” Messages were delivered via an entertaining video collection of celebrity voices including Soledad O’Brien and Roy Wood Jr., as well as captivating social copy and sharable images and gifs.Client
Morehouse School of MedicineTags
Social Media
Content Strategy
Messaging
Design
Campaign Management
