We Are The Countervirus
The DPAA, in collaboration with independent ad agency Madwell, is launching a “We are the Countervirus” PSA initiative to run on digital out-of-home screens across the globe.
According to Barry Frey, DPAA CEO, unique to the campaign are “the designs which were created only for Digital Out of Home, to be displayed globally and it is available to everyone”. (whether a member of DPAA or not) Echoing the message, ‘we are the countervirus’, Frey was emphatic in our conversation last night confirming his personal and professional commitment adding, “We are going to fight it!” OOH Today loves the passion Frey brings to the cause.
Connect to the URL⇒ We are the countervirus.com
At launch, DPAA has secured commitments to run the campaign from numerous OOH networks in the US and UK, and they expect the initiative to expand to other European countries, Canada, India and Mexico over the next week or so. By this time next week, the campaign will be running on nearly every major OOH network encompassing hundreds of thousands of screens.
The campaign harnesses the power of digital OOH on a global scale to share information on slowing the spread of COVID-19 by providing actionable, clear steps to #flatteningthecurve. The campaign also encourages people to “spread” their message, reminding the public that this virus takes us to stop infecting us.
Madwell CCO Chris Sojka and DPAA president and CEO Barry Frey struck up a friendship when they met on a flight a while back. Recently, they discussed their shared feelings of responsibility to leverage the power of marketing to tackle the pandemic head on. This brought on the idea of the proposal to use the DPAA platform and partners to host the campaign.
Madwell and DPAA are hoping the campaign takes on a life of its own with other entities picking it up and spreading the word via social and other media.
For more info on this microsite: https://wearethecountervirus.com/