In March of 2020, the U.S. started shutting down. The data and the science back in the pandemic’s infancy was evolving as more information became available. There was a lot happening – and happening quickly. The science and data was also hard to understand by those of us who aren’t healthcare providers. How do you begin to discuss something so complicated with your friends and family? It needed to be data and science first, with easy-to-digest snippets. We needed to take something complex and misunderstood, and speak in a way that would resonate with different individuals on both sides of the argument. There needed to be an approach developed to speak to the two different audiences: 1) those who would be the advocates, and those that the advocates were trying to reach. One thing everyone could agree on – no one wanted to get this terrible virus or have someone they love get it.
Project Naught was a national campaign to promote COVID safety through conversations. Something so simple, yet it could be so effective. A new platform centered around a site needed to be developed and paired with a social campaign using Facebook, Instagram and TikTok, to help spread the word for how to stop the spread of COVID. The platform needed to be lightning fast, focusing on Google Core Web Vitals. We also needed an underlying CRM and marketing automation to support and scale, while providing the insights to fully understand the outcomes. The result: a platform that we hope that maybe, even if just a little – may have moved the needle in the epicenter of global chaos.
Our approach to this can be summarized quickly: it needed to be done, and it needed to be done NOW. For lack of a better word, we crammed Discovery, analysis, and competitive analysis into one day. The following day, it was wireframed while the logo/ branding was completed. The third day, site, content and infrastructure was built. And on the fourth day – we launched the social media campaign. Needless to say, there were people that applauded, and some that didn’t. However, regardless of which side of the aisle one may be on, this project was built to help people and their loved ones stay as safe as possible.