Pivoting messaging for a public service campaign during times of great change

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Seeking to increase brand awareness on a national scale, Children International decided to launch its first public service announcement (PSA) campaign in over 20 years. Partnering with two external agencies, we launched a brand-awareness campaign tied to our new vision and brand messaging in the fall of 2019.

However, we quickly had to pivot when COVID-19 rocked the world in March 2020. To remain relevant to our supporters, while acknowledging what they were going through, we developed a new PSA campaign that dealt directly with the coronavirus and its negative impact on our organization's beneficiaries.