MUSE Gold

United States

2021

MUCINEX CoVid-19 Response Campaign

Entrant Company

RB

Category

Experiential & Immersive

Client's Name

Mucinex® (RB)

Sub-Category

COVID-19-Related (NEW)

When the COVID-19 pandemic hit and misinformation was surging, MUCINEX activated its brand purpose – to be a helper – so consumers could separate fact from fiction. MUCINEX joined the fight against the “infodemic” of misinformation by encouraging Americans to follow the best scientific advice from the World Health Organization (WHO) and separate fact from fiction. In mid-March, MUCINEX launched its three-phased public health information campaign which provided advice on how to: 1) “Spread Facts, Not Fear;” 2) “Be A Hero. Be Boring;” and 3) realize that “Back to Normal is Up to You.” MUCINEX went beyond words and used images to create a visually stunning public health campaign illustrating advice for fighting COVID-19. MUCINEX commissioned award-winning artist, Noma Bar – “master of the visual double entendre” – to create images for all three phases, which were leveraged across social, print, out-of-home media and PR. “Spread Facts, Not Fear” consisted of bold images and simple prevention messages to encourage safe habits and embrace expertise. Every execution drove consumers to Covid-19Facts.com, a resource launched by Mucinex’s global parent company RB, of up-to-date information compiled from the WHO, Johns Hopkins and top experts. “Be A Hero. Be Boring” encouraged Americans to become “stay-at-home” heroes by making boring lifestyles more fun. The images communicated that being a #boringhero keeps front-line heroes - healthcare workers, grocery employees, mail carriers and others – safe and healthy. “Back to Normal is Up to You” was born as summer’s serious spike in infections was seen in many cities and MUCINEX realized that its work was far from over. Because science says that wearing masks is the best way to fight the pandemic, Bar focused on the “Wear a Mask” theme for these images. News of the campaign and images was covered widely by media: The New York Times, Business Insider, AdAge, Adweek, local newspapers and news stations, generated nearly 280 million earned media impressions. Paid media channels generated 277 million impressions. Marquee placement of the poster series included a full spread in USA Today Health’s section and a full-page wrap of The NY Daily News.

Credits

Legend PR
Mike Surabian
Vice President, US Marketing Consumer Health at RB
Claudine Patel
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