The COVID-19 pandemic has been the largest health crisis of our time, but heated political debates were clouding medical recommendations on the importance of mask-wearing. To rise above the noise, Cronin created an emotionally charged campaign that tapped into the strength and resiliency of Northern New Englanders. The campaign rallied the community to mask-up by celebrating mask wearing as something for the strong and something to be proud of, using the powerful and unifying theme line, “Stay Strong. Masks On.” This was followed by a triumphant next phase of messaging: the vaccine was here, and “There’s Hope Inside” those bottles, ready to help them back to a normal, happy life.
Achieved highly impactful reach to the people of NH and VT.
Motivated an extraordinary number of residents to engage with Dartmouth-Hitchcock Health to learn more.
Following the vaccine campaign, New Hampshire led the nation with the percentage of the population having received “at least one shot.”
Award-winning: Recognized with 9 Healthcare Advertising Awards, the largest and most widely respected healthcare advertising competition.