Friday, March 20, 2020

ViacomCBS Partners with Ad Council to Launch Social Distancing Campaign #AloneTogether

In partnership with the Ad Council, ViacomCBS’ Entertainment & Youth Brands led by MTV, Comedy Central, Paramount Network, CMT and VH1, launched #AloneTogether, a national social- and talent-led campaign that educates audiences on the importance of social distancing and drives unity through entertainment. A focus on mental health is a vital part of the effort, underscoring that social distancing does not mean social isolation.


As of now, the mobile ads encourage people to stay home, regardless of whether or not they have symptoms. Each ad includes the hashtag #AloneTogether and the following message: “We’ll be here to keep you company.”

These brands are developing #AloneTogether content to be shared collectively to their more than 500 million social followers, communicating the public health message through their distinct brand voices. Creative executions include:

- Self-shot videos and live takeovers from music and celebrity talent across the portfolio sharing how they are #AloneTogether at home

- Daily engagement through series’ social accounts, encouraging conversation and among fans

- Inspiring profiles of young people who are making a difference during this pandemic

The campaign will also be tailored and supported by Nickelodeon, BET, CBS and CBS All-Access, Awesomeness, Pluto TV and Showtime. The open-source model is designed to easily and quickly expand across ViacomCBS and beyond. Further, a toolkit of core creative assets is being developed so that #AloneTogether messaging can be used by other cable, broadcast, digital, social and audio companies. It is flexible, tailored by brand/audience, low-lift and social-first. It also is complementary to any other PSA creative.

The Ad Council is also collaborating to extend #AloneTogether through its network of national media partners, platforms and influencers.

Artists and talent from MTV, Comedy Central, Paramount Network, CMT and VH1 – along with the rest of the E&Y brands – today featured the #AloneTogether across their social platforms, Jersey Shore’s Pauly D, Trevor Noah, David Spade, RuPaul’s Drag Race, Black Ink Crew and the Schitt’s Creek cast, among others.

In addition, NBCU has created warnings for those most at risk for coronavirus, including those over 65, those with diabetes and heart disease and cancer.

Watch the first PSA below.


The campaign was created and produced internally by MTV’s digital and creative leads.

The ads are running on social via the various channels’ accounts. Individual series, such as Siesta Key and Martha & Snoop’s Potluck Dinner Party, are also sharing the ads. A ViacomCBS spokesperson said the ads are also being supported with digital paid media for now.


From Deadline:

MTV, Comedy Central & Other ViacomCBS Brands Launch Social Distancing Campaign #AloneTogether

It’s the new normal — for now, at least — and ViacomCBS’ Entertainment & Youth Brands are teaming to raise awareness about social distancing.

MTV, Comedy Central, Paramount Network, CMT and VH1 have joined forces with the Ad Council for #AloneTogether, a national campaign to promote safety and unity in the coronavirus era. Watch the first PSA above.

Among the celebrities taking part in the campaign are folks from RuPaul’s Drag Race, Schitt’s Creek, Jersey Shore Vacation and Black Ink Crew. Comedy Central late-night hosts Trevor Noah and David Spade also are featured. The content will be shared among their collective half-billion-plus social media followers.

ViacomCBS describes #AloneTogether as a national social- and talent-led campaign that educates audiences on the importance of social distancing and drives unity through entertainment. “A focus on mental health is a vital part of the effort, underscoring that social distancing does not mean social isolation,” it said.

The campaign also also will be tailored and supported by Nickelodeon, BET, CBS and CBS All-Access, Awesomeness, Pluto TV and Showtime. The open-source model is designed to expand across ViacomCBS and beyond.

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From Multichannel News:

ViacomCBS Partners With Ad Council to Launch Social Distancing Promo Campaign

MTV, Comedy Central, Paramount Network to drive #AloneTogether campaign

ViacomCBS has teamed with the Ad Council to create a national campaign promoting social distancing in the wake of the coronavirus outbreak.

The campaign, #AloneTogether, is a national social and talent-led campaign that educates audiences on the importance of social distancing through entertainment, according to company officials.

The move comes as the US is in the grips of the coronavirus pandemic. The Center for Disease Control and Prevention has advised against gatherings of 50 people or more for the next eight weeks to curb the spread of the disease, while President Trump has advocated for avoiding gatherings of more than 10 people.

MTV, Comedy Central, Paramount Network, CMT and VH1 will drive the #AloneTogether campaign, which will feature video content -- including self-shot video and live takeovers from music and celebrity talent showing how they are spending their time at home -- that will be shared collectively to their more than 500 million social media followers, according to ViacomCBS. The campaign will also be tailored and supported by all ViacomCBS platforms, including Nickelodeon, BET, CBS and CBS All-Access, Awesomeness, Pluto TV and Showtime.

ViacomCBS and the Ad Council will also develop a toolkit of core creative assets so that #AloneTogether messaging can be used and expanded upon by other cable, broadcast, digital, social and audio companies.

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From AdWeek:

Viacom and Ad Council Debut #AloneTogether, a Social Campaign About Social Distancing

Ads encourage young people to stay home—and presumably watch TV

Key insight:

Live celebrity takeovers and profiles of youth making a difference to come.

As more and more people stay inside their homes to slow the spread of COVID-19, ViacomCBS is unveiling a PSA campaign that aims to “communicate the importance of social distancing” at such a crucial time.

The effort is being led by the company’s portfolio of entertainment and youth brands—which includes MTV, Comedy Central, CMT and VH1—in partnership with the Ad Council.

As of now, the campaign includes a set of fairly generic mobile ads that encourage people to stay home, regardless of whether or not they have symptoms. Each ad includes the hashtag #AloneTogether and the following message: “We’ll be here to keep you company.”

The ads are running on social via the various channels’ accounts. Individual series, such as Siesta Key and Martha & Snoop’s Potluck Dinner Party, are also sharing the ads. A ViacomCBS spokesperson said the ads are also being supported with digital paid media for now.

The campaign was created and produced internally by MTV’s digital and creative leads. According to ViacomCBS, the #AloneTogether campaign will include a number of other elements, including live takeovers from music and celebrity talent, daily engagement through series’ social accounts and profiles of young people who are making a difference through this pandemic. Celebrities including Trevor Noah and David Spade, both of whom have their own shows on Comedy Central, have already posted content in support of the campaign.

Other campaign elements slated to roll out in the coming weeks include a TikTok #AloneTogether challenge and a YouTube Live “Chill Out 24 Hour Livestream.”

ViacomCBS said it is developing a toolkit of creative assets so that the campaign’s messaging can be used by other cable, broadcast, digital, social and audio companies. The PSA is also being tailored and supported by some of the company’s other properties, including Nickelodeon, BET, CBS and CBS All-Access, Awesomeness, Pluto TV and Showtime. Additionally, the Ad Council is working with ViacomCBS to extend the effort through its network of national media partners, platforms and influencers.

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Official Ad Council press release:

Ad Council, along with White House, CDC, HHS and Major Media Networks and Digital Platforms, to Launch National PSAs in response to Coronavirus Pandemic

In response to the COVID-19 pandemic, the Ad Council is working in collaboration with the White House, Centers for Disease Control and Prevention (CDC), U.S. Department of Health and Human Services (HHS), and major media networks and digital platforms to launch a series of national public service ads (PSAs) and multi-channel content to provide critical and urgent messages to the American public. The creative assets focus on reaching high-risk populations and the general public with messages around social distancing, personal hygiene and mental health. The PSAs direct audiences to visit www.coronavirus.gov, a centralized resource that includes up-to-date information on the crisis.

The country’s largest media companies and digital platforms have committed to use their channels to support consistent messaging across TV, radio, social media, outdoor and digital media.

The following creative assets were developed in partnership with the Ad Council and the White House:

  • NBCUniversal created a series of digital videos and social graphics, available in both English and Spanish, to inform high-risk populations about the steps they can take to protect themselves and the public about how they can help stop of the spread of coronavirus. The PSAs are available beginning tomorrow.
  • National broadcast PSAs featuring the Surgeon General will communicate the most important ways Americans can protect themselves and those most at risk. That script, developed by Group SJR, will also be available as a template for media companies to create assets with their own public health officials. The PSAs will be distributed to stations later this week.

The following creative assets were developed in partnership with the Ad Council and media companies and platforms:

  • ViacomCBS is launching a multiplatform campaign led by MTV and the company’s Entertainment & Youth Brands to communicate the importance of social distancing that will be tailored and supported across the ViacomCBS portfolio and available to all media companies who want to get involved.
  • The Atlantic’s internal creative studio is developing customized digital creative that provides access to relevant information.
  • iHeartMedia will support messaging around social distancing and high-risk populations, among other important COVID-19-related topics, across their network of stations.
  • ABC/WaltDisney Television is working on priority messaging for parents and families for distribution across their channels and platforms.

All PSAs and content will air and run in time and space that will be donated by the media. For media assets, visit https://www.psacentral.org/

The Ad Council
The Ad Council is where creativity and causes converge. The non-profit organization brings together the most creative minds in advertising, media, technology and marketing to address many of the nation’s most important causes. The Ad Council has created many of the most iconic campaigns in advertising history. Friends Don’t Let Friends Drive Drunk. Smokey Bear. Love Has No Labels.

The Ad Council has a long history of creating life-saving public service communications in times of national crisis, starting in the organization’s earliest days during World War II to September 11th and natural disasters like Hurricane Katrina, Hurricane Sandy. Its deep relationships with media outlets, the creative community, issue experts and government leaders make the organization uniquely poised to quickly distribute life-saving information to millions of Americans.

The Ad Council’s innovative social good campaigns raise awareness, inspire action and save lives. To learn more, visit AdCouncil.org, follow the Ad Council’s communities on Facebook and Twitter, and view the creative on YouTube.

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From The Drum:

ViacomCBS and the Ad Council are tackling coronavirus with open-source PSAs and Pauly D

One of the US’s biggest media companies is using its vast array of talent to help get the word out about staying safe during the coronavirus pandemic.

ViacomCBS has teamed up with the Ad Council for the ‘#AloneTogether’ campaign on social, digital, streaming and live television to help raise awareness, especially among younger viewers.

ViacomCBS’ Entertainment & Youth Brands, led by MTV, Comedy Central, Paramount Network, CMT and VH1, today launched #AloneTogether, a national social and talent led campaign that educates audiences on the importance of social distancing and drives unity through entertainment.

A focus on mental health is also a vital part of the effort, underscoring that social distancing does not mean social isolation.

“It's really, really important that we provide entertainment, but that we leverage our platforms to educate, inform and help,” says Jacqueline Parkes, chief marketing officer and executive vice-president digital studios for MTV, Comedy Central, Paramount Network, TV Land, VH1, PopTV, CMT and Smithsonian Channel.

Parkes says she and her crew were watching what was unfolding on social media as news of the virus spread. They saw that many people – especially in the younger generations – were still going to bars, movie theaters and parties.

“We felt like it was incumbent upon us to really lead the conversation," she explains. "Chris McCarthy, who's our president, always talks about being able to leverage our platforms for purpose. And we felt like in the moment – our audience is very young – we could take advantage of a massive social following and create this digital-led campaign to really communicate the importance of social distancing and empower young people that they can actually be a part of the change to slow down the spread of this virus and slow the curve.

"Literally within 24 hours we had many conference calls ... our social impact team reached out to several institutions so that we could make sure the messaging we were creating was done so appropriately."

Artists and talent from MTV, Comedy Central, Paramount Network, CMT and VH1 – along with the rest of the Entertainment & Youth Brands – are spreadig the word of #AloneTogether across their social platforms.

Stars involved include Jersey Shore’s Pauly D, Trevor Noah, David Spade, RuPaul’s Drag Race, Black Ink Crew and the Schitt’s Creek cast, among others.

The brands are developing #AloneTogether content to be shared collectively to their more than 500 million social followers, communicating the public health message through their distinct brand voices.

Creative executions include self-shot videos and live takeovers from music and celebrity talent across the portfolio sharing how they are #AloneTogether at home; daily engagement through series’ social accounts, encouraging conversation among fans; and inspiring profiles of young people who are making a difference during this pandemic.

The campaign will also be tailored and supported by Nickelodeon, BET, CBS and CBS All-Access, Awesomeness, Pluto TV and Showtime.

The open-source model is designed to easily and quickly expand across ViacomCBS and beyond. Further, a toolkit of core creative assets is being developed so that #AloneTogether messaging can be used by other cable, broadcast, digital, social and audio companies.

It is flexible, tailored by brand/audience, low-lift and social-first. It also is complementary to any other PSA creative.

Parkes said the initial creative was produced internally within a 24-hour period, led by the MTV Team.

Additional activations include a 24-hour music stream on YouTube of “positive music videos that can help uplift our audiences”, as well as TikTok challenges, Snapchat executions and Facebook groups.

The Ad Council’s role
The Ad Council has a long history of creating life-saving public service campaigns, especially in times of crisis, including during hurricanes Katrina and Sandy and after 9/11. Ad Council president and chief executive officer, Lisa Sherman, said the coronavirus pandemic was shaping up to be one of those moments.

The organization worked quickly with the CDC, HHS and the White House to understand what the priority messages were, “because there was so much confusion and misinformation out there", according to Sherman.

"We felt like we really needed to provide a vetted and research-based set of messaging that could really clear things up for people."

With the messages and target audiences in place, the Ad Council started to brainstorm good partners to get the word out. For the issues around social distancing and mental health, especially reaching young people, ViacomCBS seemed the perfect partner.

The Ad Council is also working with iHeartRadio to focus on social distancing in high-risk populations, and ABC Disney is concentrating on parents and families.

“Then we're working directly with the White House," says Sherman. "We're filming the surgeon general, because I think people are really looking for trusted sources, and he's that guy.

"Group SJR, a WPP agency, developed a series of scripts that any good public health official can use. So not only will the surgeon general be using that script, we've told all of our media partners: 'if you've got your own in-house talent who plays that role in the health space – whether it's Dr. Sanjay Gupta and CNN or Dr Oz on NBC – please use these scripts."

Both Parkes and Sherman are urging media and citizens alike to use the tools in the Ad Council’s toolkit to help get the right messaging out to people, because, as Parkes states, “We need the entire power of media to help drive this message home, as much as possible.

"We all have a role in this."

See The Drum's coronavirus coverage here.

See the work by clicking on the Creative Works box [here].

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From Muse by Clio:

#AloneTogether PSAs by ViacomCBS and the Ad Council Urge Social Distancing

Trevor Noah, David Spade step up

In the video [above], part of a PSA campaign from ViacomCBS and the Ad Council, Daily Show host Trevor Noah discusses the importance of social distancing—aka, staying at home to avoid infecting others or risk infection—in the battle against coronavirus:

"We won't be recording anything from the studio, because we're trying to do our part to socially distance ourselves," Noah says, then digs into some specifics, such as remaining six to 10 feet from other human beings whenever possible.

"The longer we stay out there" in public places, especially gathering in groups, "the longer coronavirus remains a threat," he says.

VicaomCBS Entertainment & Youth Brands such as MTV, Comedy Central, Paramount Network, CMT and VH1 are spearheading the campaign.

Noah's pitch feels sober and sincere, like advice from your big brother with his own late-night show. Lights Out host David Spade, however, goes full stream of consciousness, weaving crickets, pornography, snails, his mom's back surgery, raccoons, découpage, Tom Hanks and Godzilla into a subversively silly monologue:


Yes, Spade's show also halted production, but judging from that performance, dude won't lose his edge.

Both stars promise to connect with fans again via social in coming days. More self-shot videos and live takeovers from Viacom's music and celebrity talent are on tap as #AloneTogether expands across the company's global platforms.

Also in the mix are copy-driven mobile spots crafted by MTV's digital and creative teams. "If you have symptoms, stay home!" one begins, quickly adding, "If you don't have symptoms and can stay home—stay home!"

These nuggets close with the promise, "We'll be there to keep you company."

Indeed, it feels comforting in these uncertain times to know that our media heroes and the content they deliver are just a click away.

"With an 850 million-plus footprint, social/digital allows us to reach our youngest-skewing audiences with this campaign," Jacqueline Parkes CMO and EVP digital studios, Entertainment & Youth brands at ViacomCBS, tells Muse. "Reaching that audience is so critical for spreading awareness around the importance of social distancing and helping to flatten the curve."

Parkes tells us her team devised the campaign over the weekend, after "looking at their social feeds and seeing pictures of kids on Bourbon Street being let out of colleges, going to bars, and we realized that there's a communications crisis in terms of young people understanding their role in this."

What began as a text exchange among 10 people "quickly expanded," Parkes says. "We were all required to work from home since Thursday, and used our laptops and phones to drum up TikTok and Instagram-ready designs [for the ads] within six hours. It evolved to a cross-team, cross-brand effort, and with the Ad Council coming in as a partner, we were able to launch the social campaign on Monday with the #AloneTogether identity, as well as all the great postings from our talent."

In the first 24 hours, she says, the effort generated nearly 30 million impressions and about 15 million video views.

"The COVID-19 virus has impacted our lives in every possible way," says Ad Council CEO and president Lisa Sherman. "There is no doubt that we are in uncharted territory, with many Americans feeling confused and fearful about what's to come and how they can best prepare. So to better educate, protect and support our communities across the country, the Ad Council is doing what we do every day: using the power of communications to help improve the daily lives of people across the country."

She adds: "Our mission has always been to harness the power of communications for social good, and in times like now—when unease, fear, and confusion are stretching across the globe—it is critical that we come together to provide guidance, education, support and comfort."

The organization is working with the White House, Centers for Disease Control, the Department of Health and Human Services and media partners (including NBCUniversal, The Atlantic, iHeart Media and others, in addition to ViacomCBS) to provide critical information.

This work is brand/media agnostic, available for use by all media companies and platforms.

Below, digital ads created by NBC on behalf of HHS/CDC direct high-risk individuals (including the elderly and folks with underlying health issues) to coronavirus.gov for up-to-date information:

"By joining forces," Sherman says, "we're able to use our combined reach to impact high-risk populations and the general public with necessary messages around social distancing, personal hygiene and mental health."

More creative materials are expected in the coming days and weeks.


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Official White House briefing:

White House Announces Partnership with Ad Council, Major Media Networks, and Digital Platforms for COVID-19 Messages

Issued on: March 18, 2020

President Donald J. Trump today announced a major partnership with the Ad Council, major media networks, and digital platforms to effectively communicate accurate and timely information directly to the American people. This partnership is another important component of the all-of-America response to coronavirus disease 2019 (COVID-19), and will benefit high-risk populations and the general public with public service announcements (PSAs) around social distancing, personal hygiene, and mental health.

As a result of this announcement, the following products are created as a result of this partnership:

  • First Lady of the United States Melania Trump, Surgeon General Jerome M. Adams, Dr. Anthony Fauci, Dr. Deborah Birx, and other Administration officials will appear in national broadcast PSAs that communicate the most important ways Americans can protect themselves and those most at risk;
  • NBCUniversal will create a series of videos and graphics, available in both English and Spanish, to inform high-risk populations about the steps they can take to protect themselves and to inform the public how to help stop of the spread of coronavirus;
  • ViacomCBS is leveraging its portfolio of brands to deliver multi-channel, multi-platform PSA campaigns that educate audiences around public health imperatives related to COVID-19. In partnership with the Ad Council, ViacomCBS’ Entertainment & Youth Brands led by MTV, Comedy Central, Paramount Network, CMT, and VH1, launched #AloneTogether, a national social and talent-led campaign that educates audiences on the importance of social distancing and drives unity through entertainment. Available in English and Spanish, the campaign will also be tailored and supported by Nickelodeon, BET, CBS and CBS All-Access, Awesomeness, Pluto TV, and Showtime. CBS is rolling out a “We’re In This Together” campaign that will include essential public health messages. Nickelodeon is also developing PSA content on appropriate topics for kids, such as hand washing, and sharing educational library content for children who are home from school;
  • iHeartMedia will support messaging around social distancing and high-risk populations, among other important COVID-19-related topics, across their network of stations; and
  • ABC/Walt Disney Television will promote priority messaging for parents and families for distribution across their channels and platforms.

The PSAs direct audiences to visit coronavirus.gov, a centralized resource that includes up-to-date information on the crisis.

All PSAs and content will air and run during air time and space that will be donated by the media and coordinated through the Centers for Disease Control and Prevention and the Department of Health and Human Services.

For media assets, visit coronavirus.adcouncilkit.org

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From Deadline:

Disney, NBCUniversal & ViacomCBS Team With Donald Trump For Coronavirus PSA Campaign

Donald Trump may have initially been slow to comprehend the scope of the novel coronavirus, but the formerly Celebrity Apprentice host hasn’t ever been lacking when it comes to showmanship and getting his message out there. Now Trump has some big media buddies in his PR tent to stop further fallout from COVID-19.

Following weeks of missteps and misinformation from the top down, the White House just now announced a “major partnership” with NBCUniversal, the Walt Disney Company, iHeartMedia and ViacomCBS to “effectively communicate accurate and timely information directly to the American people” on a multitude of platforms.

No word when this Ad Council overseen PR campaign will roll out, but you can take a gander at the first PSA above.

Additionally, the non-profit public info organization has also prepped some graphics, like the one to the left, for outlets and others to promote on social media ASAP.

There aren’t enough COVID-19 tests out there for any one major city, let along the whole country, but the latest action by Team Trump in these fast moving times comes a day after MTV, Comedy Central and other brands from the Bob Bakish-run ViacomCBS proclaimed a campaign to raise awareness about the importance of social distancing.

Playing to their strengths, the White House press office says that “First Lady of the United States Melania Trump, Surgeon General Jerome M. Adams, Dr. Anthony Fauci, Dr. Deborah Birx, and other Administration officials will appear in national broadcast PSAs that communicate the most important ways Americans can protect themselves and those most at risk.” No mention if POTUS himself or VP Mike Pence will be appearing in any of the spots.

In terms of those spots, here’s what the administration says the deal is:

- NBCUniversal will create a series of videos and graphics, available in both English and Spanish, to inform high-risk populations about the steps they can take to protect themselves and to inform the public how to help stop of the spread of coronavirus.

- ABC/Walt Disney Television will promote priority messaging for parents and families for distribution across their channels and platforms.

- iHeartMedia will support messaging around social distancing and high-risk populations, among other important COVID-19-related topics, across their network of stations.

- ViacomCBS is leveraging its portfolio of brands to deliver multi-channel, multi-platform PSA campaigns that educate audiences around public health imperatives related to COVID-19. In partnership with the Ad Council, ViacomCBS’ Entertainment & Youth Brands led by MTV, Comedy Central, Paramount Network, CMT, and VH1, launched #AloneTogether, a national social and talent-led campaign that educates audiences on the importance of social distancing and drives unity through entertainment. Available in English and Spanish, the campaign will also be tailored and supported by Nickelodeon, BET, CBS and CBS All-Access, Awesomeness, Pluto TV, and Showtime. CBS is rolling out a “We’re In This Together” campaign that will include essential public health messages. Nickelodeon is also developing PSA content on appropriate topics for kids, such as hand washing, and sharing educational library content for children who are home from school.

There are currently over 7500 case of the coronavirus in an increasingly shutting down USA and over 105 deaths as of today. With a patchwork of recommendations and enforcements across the 50 states to keep people from gathering in large groups and millions staying in their homes, the PSA plan certainly recognizes that people are watching a lot of the small screen — maybe a streaming component is coming soon too.

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From The Hill:

White House partners with media companies for coronavirus public awareness campaign

The White House on Wednesday announced an extensive public awareness campaign in partnership with several major media outlets to educate Americans about the coronavirus.

The administration is partnering with NBCUniversal, ViacomCBS, ABC-Walt Disney Television and iHeartMedia to disseminate information about the virus to various age groups.

First lady Melania Trump, Surgeon General Jerome Adams, Dr. Deborah Birx and Dr. Anthony Fauci are among the administration officials who will appear in public service announcements (PSAs) explaining how Americans can prevent the spread of the virus.

Various media partners will also play complementary roles in getting information about the disease out to the public, the White House said.

NBC will create a series of videos and infographics in English and Spanish targeted at vulnerable populations.

Viacom brands such as MTV, Comedy Central, Paramount Network, VH1 and CMT launched the #AloneTogether campaign aimed at encouraging social distancing while bonding through entertainment. Nickelodeon is developing PSAs specifically for young kids that will feature educational content while schools are shuttered.

ABC and its partner networks will promote messaging about the virus aimed at parents and families.

All of the messages will urge viewers to go to coronavirus.gov for up-to-date information and resources.

"All PSAs and content will air and run during air time and space that will be donated by the media and coordinated through the Centers for Disease Control and Prevention and the Department of Health and Human Services," the White House said.

The awareness campaign is the most extensive effort to date from the White House to inform the public about the risks of the coronavirus. Administration officials have in recent days urged Americans to limit public gatherings to no more than 10 people, conduct work and schooling from home, and avoid restaurants and bars.

The collaboration with the media is particularly noteworthy given President Trump's lengthy track record of attacking the credibility of many of the same companies working with the White House, frequently labeling them as "fake news."

Trump on Tuesday acknowledged that the White House could have done a better job managing its relationships with the press at the start of the coronavirus outbreak.

There were more than 7,000 confirmed cases of coronavirus in the U.S. as of Wednesday afternoon, and more than 120 Americans with the virus have died, according to The New York Times.

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Official Ad Council press release via PR Newswire:

Ad Council, along with White House, CDC, HHS and Major Media Networks, to Launch National PSAs in response to Coronavirus Pandemic

NEW YORK, March 19, 2020 /PRNewswire/ -- In response to the COVID-19 pandemic, the Ad Council is working in collaboration with the White House, Centers for Disease Control and Prevention (CDC), U.S. Department of Health and Human Services (HHS), and major media networks to launch a series of national public service ads (PSAs) and multi-channel content to provide critical and urgent messages to the American public. The creative assets focus on reaching high-risk populations and the general public with messages around social distancing, personal hygiene and mental health. The PSAs direct audiences to visit www.coronavirus.gov, a centralized resource that includes up-to-date information on the crisis.

The country's largest media companies have committed to use their channels to support consistent messaging across TV, radio, social media, outdoor and digital media. These include ABC/Walt Disney Television, Charter Communications, Comcast, Fox Corporation, National Association of Broadcasters, NBCUniversal, Verizon Media, ViacomCBS and WarnerMedia.

"The COVID-19 virus has impacted our lives in every possible way," said Lisa Sherman, president and CEO of the Ad Council. "Our hope is that these new PSAs will provide the critical and urgent messaging that will allow us to educate, protect and support our communities across the country as we navigate this uncharted territory together. These efforts are the result of an amazing coalition of leaders across the communications and marketing industries who have offered their talent, services, channels and platforms. The business community's generosity, compassion, and commitment to do good is both inspiring and essential in this critical time of need."

The following creative assets were developed in partnership with the Ad Council and the White House:

  • NBCUniversal is creating a series of videos (TV and digital) and social graphics, available in both English and Spanish, to inform high-risk populations and the general public about the steps they can take to protect themselves and how they can help slow of the spread of coronavirus.
  • National broadcast PSAs featuring the Surgeon General will communicate the most important ways Americans can protect themselves and those most at risk. That script, developed by Group SJR, will also be available as a template for media companies to create assets with their own public health officials.

The following creative assets were developed in partnership with the Ad Council and media companies and platforms:

  • ViacomCBS is leveraging its portfolio of brands to deliver multi-platform PSA campaigns that educate audiences around public health imperatives related to COVID-19. In partnership with the Ad Council, ViacomCBS' Entertainment & Youth Brands led by MTV, Comedy Central, Paramount Network, CMT and VH1, launched #AloneTogether, a national social and talent led campaign that educates audiences on the importance of social distancing and drives unity through entertainment. Available in English and Spanish, the campaign will also be tailored and supported by Nickelodeon, BET, CBS and CBS All Access, Awesomeness, Pluto TV and Showtime. CBS is rolling out a "We're In This Together" campaign that will include essential public health messages. Additionally, Nickelodeon is preparing a prosocial campaign featuring characters like SpongeBob SquarePants offering kids and families tips on staying informed and engaged through PSAs and suggestions for at-home activities.
  • The Atlantic's internal creative studio is developing customized digital creative that provides access to relevant information.
  • iHeartMedia will support messaging around social distancing and high-risk populations, among other important COVID-19-related topics, across their network of stations.
  • ABC/Walt Disney Television is working on priority messaging for parents and families for distribution across their channels and platforms.

All PSAs and content will air and run in time and space that will be donated by the media. For media assets, visit http://coronavirus.adcouncilkit.org/ or PSACentral.


The Ad Council
The Ad Council is where creativity and causes converge. The non-profit organization brings together the most creative minds in advertising, media, technology and marketing to address many of the nation's most important causes. The Ad Council has created many of the most iconic campaigns in advertising history. Friends Don't Let Friends Drive Drunk. Smokey Bear. Love Has No Labels.

The Ad Council has a long history of creating life-saving public service communications in times of national crisis, starting in the organization's earliest days during World War II to September 11th and natural disasters like Hurricane Katrina, Hurricane Sandy. Its deep relationships with media outlets, the creative community, issue experts and government leaders make the organization uniquely poised to quickly distribute life-saving information to millions of Americans.

The Ad Council's innovative social good campaigns raise awareness, inspire action and save lives. To learn more, visit AdCouncil.org, follow the Ad Council's communities on Facebook and Twitter, and view the creative on YouTube.

SOURCE The Ad Council

Related Links
http://www.adcouncil.org

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More Nick: Nickelodeon Launches #KidsTogether--A Global Prosocial Initiative to Help Kids and Families Stay Informed and Engaged With Activities; Noggin to be Offered Free to Kids in Need in Partnership with National Head Start Association and First Book

Originally published: Tuesday, March 17, 2020.

Original source: The Drum; H/T: ComingSoon.net.

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