ROLE: Team Leader
(Project Manager & Lead Strategist)​
​
COPY: Lindsey Rosenblatt, Chris Young
AD: Mac Wylie, Megan Kim, Megan Coats
PR: Hailey McKee, Dahlia Maleh, Michael Zhang
SOCIAL STRATEGY: Shubhangi Verma
CONTENT STRATEGY: Niharika Verma
Short cut to the good stuff! (More details below)
Campaign Background:
In the summer of 2020, Boston University established an unprecedented set of public health and safety guidelines to enable classes and on-campus life to resume this fall.
They needed to find a way to get individuals - smart, independent-minded, socially active students who by virtue of their age are not in a high Covid-19 risk category - to modify their behavior in ways that are consistent with best public health practices.
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So, they came to a team of only 8 ad and PR students with an ask with room for risk-taking and creativity: let's come up with a campaign that is unapologetically by students, for students.
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Objective:
We need to get individuals - smart, independent-minded, socially active students who by virtue of their age are not in a high COVID-19 risk category - to modify their behavior in ways that are consistent with best public health practices.
Target Audience:
Undergraduate & graduate students
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Gen Z
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Social media savvy
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Well-educated
-
Want to live life to the fullest
Challenges we face when talking to college students:
Insight: Gen Z-ers often cut themselves slack for breaking the small rules (before & during COVID).
The Big Idea: Let's call students out on their bullish*t and remind them that saying "f*ck it" to the small rules can lead to big consequences.
But, we needed to be more than just a swear word.
We needed to be...
A movement
with dedicated
supporters
A BFF with
great advice
A source of
education &
entertainment
So, we created
this
WHAT WE DID: Receive over 3.5 million impressions ​
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5,500+ followers since August '20
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800,000+ accounts reached
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24,000+ engagements received
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300+ followers since August '20
-
70,000+ accounts reached
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4,000+ engagements received
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800+ followers since August '20
-
750,000+ accounts reached
-
1,000+ engagements received
WHAT WE DID: Memorable out of home placements ​
Bathroom & elevator decals
BU Rock
BU Bus
WHAT WE DID: Create fun, safe alternatives
WHAT WE DID: Debunked common myths with B.S. meters
WHAT WE DID: Pulled off stunts
WHAT WE DID: Work with 75+ Brand Ambassadors and gave away over 5,000 items of swag
Swag list:
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T-shirts
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Crewnecks
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Cups
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Bottle openers
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Hand sanitizers
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Beanies
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Stickers
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Totes
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Masks
WHAT WE DID: Covered taboo & urgent topics
Safe Sex
​​
Masks
Mental Health
Dorm Life
Marijuana
Social Life
WHAT WE DID: Got the attention of the press
WHAT WE DID: Received national recognition
American Marketing Association
Symposium for the Marketing of Higher Education, 11/17/2020
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(Shared strategy, creative and key takeaways 45 min presentation attended by 80+ professionals and recorded for future use.)
CDC
Using Social Media to Promote COVID-19 Mitigation Behaviors among College and University Students, 12/2/2020
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(One of four higher education campaigns around the country chosen to present and the only student-run initiative represented in the webinar. The event garnered 1,200+live attendees and was recorded for future use.)
PRWeek
2021 Finalist for Best in Community Relations.
(Winner announced in March 2021)
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The Case District-Excellence Awards
Platinum Award Finalist
(Winner announced in June 2021)
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