City of Tucson
City of Tucson Mayor and Council, along with City leadership, were early in declaring proactive measures to protect public health during the pandemic. Kaneen was selected to develop an integrative education campaign to encourage people to wear a mask -- a critical behavior change to slow the spread of COVID. The campaign spanned bilingual radio, print, online, short videos, digital, transit wraps, events, and collateral. Our inhouse media specialist – we have one -- conducted research and placement in less than 10 days.
Yes, a mask is a mask, but our graphic artists customized Tucson’s mask with a fresh color palette, the optimism of a saguaro in bloom and a hash tag.
MaskUpTucson Short Videos
Kaneen did the creative, writing and directing of two videos in English/Spanish
featuring the Mayor and Council Members answering the question, “Who do you wear a mask for?” The call to action: “Wear a mask for you, for others and for Tucson” links personal action to the public good. Keeping it local, we worked with Tucson-based photographer Martha Lochert and director/producer Scot Litteer.
If you want people to wear masks, then make cloth masks free and easy to get! Working across City staff and departments, we helped with the planning, outreach and logistics of a special Saturday morning drive-up mask distribution event. Our team researched, wrote and created graphics for the Mask Wear & Care Guide too.
Online & Digital Delivers
Desktop and mobile banners with Tucson.com/Arizona Daily Star garnered 91,354 impressions and a 77% click rate. We got even more engagement with a Twitter sponsorship, paid Spanish media FB posts, and embedding info & video links in City department eblasts and Mayor and Council e-newsletters.
Transit Ads & Bus Wraps
With free transit rides during COVID, Sun Tran bus stop ads and partial wraps are a sure bet to reach people. The seven-week transit stop covered 16 stops and 28 wraps. Free added value: Sun Tran is running the MaskUp videos at transit centers through the end of October 2020.