🎥 promoting Evidence-Based Information at the height of the pandemic
In the early days of the pandemic in the U.S, there was a great deal of misinformation being circulated. As the “fake virus” in the film CONTAGION— which saw a spike in digital sales, ranking #1,316 in 2019 to #1 in 2020, following the initial outbreak — continued to be compared to the very real Coronavirus, the team behind the film, Columbia University Mailman School of Public Health and our team at Participant joined forces to create a series of social PSA video sharing evidence-based information about COVID-19 to better protect citizens.
THE RESULTS
+ 2 billion media impressions with an ad value of $15.5 million
+ The day following their launch, the PSAs ranked 2nd in the “What’s Happening” section of #Explore tab on Twitter
+ 6MM+ views across social platforms
+ Following the release of the PSAs, the film Contagion saw a 3,500% increase in consumer sales from March 21 to April 11
+ Earned mentions in AP, ABC, CNN, CBS, NBC,People, Entertainment Weekly, Fast Company, Huffington Post, The Hill, The Hollywood Reporter, New York Daily News, NowThis, Next Question with Katie Couric, Reuters, Rolling Stone, TIME, USA Today, US News and World Report, Vulture, Washington Post and Yahoo News + more.
CREDITS
VP Communications, Participant: Emma Shapiro
VP Marketing, Participant: Clay Crutchfield
Social Lead, Participant: Audrey Wilcox
Creative Team, Participant: Reynaldo Rosales, Gabriela Lagarda, Alex Kostich