So much has changed in our lives since the beginning of the COVID-19 pandemic. Because of these changes, it’s no surprise that many people have begun to question the safety of even the simplest aspects of life – especially receiving healthcare.
During mounting uncertainty, central Arkansas’s largest and most respected healthcare providers came together to respond to the concerns of the people in our state with a unified voice and asked Stone Ward to deliver the answer. Together, we created a campaign to address the looming question, “Is it safe to receive healthcare?” by answering through a singular, important message: Our hospitals, emergency rooms and physician offices have never been safer or better prepared to provide care, and there is no longer a need to delay healthcare.
For most people, an internet search is the first step in finding answers to questions. By drawing on this innate process, we created campaign elements our audience would immediately find identifiable and relatable to effectively communicate our message through a public service announcement campaign themed “Take Care Arkansas.”
Using television, outdoor advertising, public relations, social media and digital assets, we grabbed the attention of our audience by providing answers to the questions they have in a format they recognize. The clean, bold and informative look of our creative assets stood out in a sea of typical television commercials, cluttered social media feeds and busy roadways.
To support the launch of Take Care Arkansas, we deployed a mobile-first campaign microsite at TakeCareArkansas.com. Featuring a full-screen version of the TV spot, the microsite provided answers to commonly asked questions while promoting healthcare in Arkansas.
In addition, we created a Facebook page for Take Care Arkansas as a central hub for the campaign’s social content. On the page, we shared related news and information, livestreams and educational messaging to drive awareness for the campaign and increase the number of people returning to their healthcare facilities and providers.
At Stone Ward, we always welcome any opportunity to be a creative force for good by giving back to our local and global communities. We’re proud to work alongside our healthcare provider partners and be a part of Arkansas’s response to the pandemic that has impacted us all.
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