PERMIAN STRATEGIC PARTNERSHIP

Focusing the fight in a battle between science and society.

The Permian Basin had heard it all. All the science from medical professionals, all the government warnings about COVID-19. But vaccine rates weren't rising.

In a part of the country where "roughneck" is a job description, a bigger social problem had been holding people back: getting vaccinated meant getting judged.

1.

Attack the Virus, Not the Vaccinated

The first of two campaigns we developed, Attack the Virus/Not the Vaccinated creates a voice in defense of those choosing vaccination, asking vaccine-resistant Basin residents to take a look at the sound, strategic reasons their family, friends and neighbors were getting the vaccine.

A real school teacher in West Texas, Stacy chose to get vaccinated to protect herself and her classroom.

An energy worker outside Midland, Ben felt his family and career were more important than the risk of spreading COVID-19.

2.

Take Back the Basin

Our second campaign addressed another angle of the Basin's problem: people couldn't see how COVID was affecting their community. So we matched the statistics of COVID deaths to real people – transforming numbers into neighbors to show Permian residents that COVID wasn't as distant as they thought.

It called viewers to "Take Back the Basin" from COVID-19 by protecting themselves from it, helping to honor the lives already lost by preventing new lives from being taken by the virus.

Both campaigns reached our heavily Spanish-speaking audience with messages in English and Spanish.

FILE THIS UNDER:

"vaccine curious"
Strategy that is creative
Real People, not Actors
Docu-style Production Caravan

TEAM CREDITS:

Evan Benedetto, Group Creative Director
Cam Fuller, ACD
Devon Anderson, AD/Designer
Lauren Glynn, Sr. Copywriter
Jenna Jones, Sr. Copywriter
Mónica-Tezla Vega Gorsun, Sr. Producer
Nate Millado, Sr. Producer
Production by Burn Studio
Photography by Marshall Tidrick

MY ROLE:

Creative Director, Design Director