MN Department of Health

Fight Covid MN

Alarmed with spiking infections and the prospect of holiday travelers flocking to airports, Minnesota healthcare providers turned to us for help to deliver a blunt message to the public. As the pandemic raged into its ninth month, we took a fear-based approach. The ad was “highly unusual,” said Carmichael Lynch Chief Creative Officer Marty Senn. “I think that ads have been dancing around [the public’s refusal to all wear masks, stay home and distance] and taking a friendly approach to COVID. But we heard loud and clear from [hospitals] that things are not working and it’s time to stop and pay attention. If [our spot] means ruffling some feathers, we are willing to do that.”