HighRock, in conjunction with Washington County Government and the Washington County Health Department, created a series of marketing pieces for the county’s campaign to stem the spread of COVID-19. In addition to the design of billboards, ads and other communication pieces, HighRock also created a series of public service announcements showcasing the heroes of Washington County and our efforts to protect them as they continue to protect us.
HighRock wanted to highlight the heroic efforts of the citizens of Washington County, bringing to the attention of the public the risks they took in order to perform the basic functions of their work. We knew that custom photography would be key in capturing the faces of the people on the front lines.
Balancing somber photography with eye catching graphics is often tricky, but HighRock wanted to ensure that the campaign graphics were easily identifiable across a variety of platforms, but especially on social media, as a vast majority of the target audience would be viewing the campaign on personal devices.
The long format of video allowed us to explore the story even further, capturing the compelling and interesting stories of the people featured in the campaign. Videos also made it possible to create sharable content that resonated across a wide variety of target demographics.
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