Page 48 - AdNews Magazine Jul-Aug 2020

Spreading health messages
In the unprecedented change caused by the spread of COVID-19, creatives have been put to work
across the globe to share public health and safety announcements. AdNews asked creatives which messages they thought worked — and which didn’t.
WORDS BY
PAIGE MURPHY
Creative Review
un
AYLO
LIS
AT
R
Yakkazoo ECD
It’s
bee
ni
ncre
dib
ly i
nte
res
ting
to see how
hat cough
keedpert cover.
creatives have, dare I say the word, “pivoted”
Always cough or sneeze into your arm or a tissue and put the
to stay relevant in this current climate. Striving
tissue in the bin straight away. Wash your hands with soap
and wnatoertfotor abt leatsot 2n0esedceonadfs, tahfterrwearhdas.ve been examples
when it goes too far one way or the other.
Together we can help stop
t h e s p I r e b a e d l a i e n d v s e t a i y n h t e i a ml t e h y s . s u c h a s t h i s t h a t p e o p l e w a n t ,
For moarebionfvoermaltlioenlasbeo,uat uCotrhoennavtircuisty in our creativity. (COVID-19) visit health.gov.au
CATHERINE ALEXANDER
The Hallway senior copywriter
This year has been wild. So, hat tip to anyone who got work out into the world during these crazy times — it’s not easy. There was a spectrum
of emotions that came with the pandemic: anxiety, stress, fear, boredom and a sense of togetherness. For me, brands that alleviated and aligned with these emotions while staying true to their brand DNA stood out.
NATHAN BILTON
The Works creative director
It’s perhaps a little too easy to sit in judgement, tongue barbed with hindsight. Maybe it’s just me, but as we congregate in places and numbers only dreamed
of three months ago, recollections of the veritable shitstorm that were the early stages of COVID-19
are fading fast. It was weird. Brands and agencies scrambled to respond. Here is proof that some did it better than others.