Helmsley Charitable Trust
Covid-19 Public Service Announcement
Challenge
The Helmsley Charitable Trust aspires to improve lives by supporting exceptional efforts in the U.S. and around the world in health and select place-based initiatives. When Covid-19 shut down the country, the Helmsley Charitable Trust decided to take action and funded several public service announcements to encourage people to follow guidelines and to get vaccinated.
Process
The Helmsley Charitable Trust provided a script with out any visual concepts so stock footage was collected to tell the visual story of the healthcare crisis facing the world. Using a voice over alongside footage and text helps to create an emotional association to this PSA.
Result
During the initial surge of the Covid-19 pandemic, this PSA connected to the audience by recognizing the very real fear of the negative effects of the unknown virus, but also clearly establishing that there was hope in order to encourage people that if we follow guidelines these fears would only be for now, not forever.
