In response to the COVID-19 pandemic, we partnered with Alight to develop an international campaign to unite global communities in reducing the spread of COVID-19. We focused on densely populated, urban environments and geographies where there was urgent need, immediately recognizing that every community was uniquely impacted by the virus.
The assets for this campaign were intentionally designed to be eye-catching, modular, easy to share, and easily understood by broad, diverse audiences. We aimed to craft messages that got the message across in ways that made sense to the audiences who would be reading them, and that meant talking to and working with a lot of different people from different backgrounds.
With a particular focus on East African contexts and other places where the impacts of COVID were acute, our design teams created guidelines for the tone and messaging, designed physical and digital assets for quick dissemination; and built creative strategies to engage low-literacy populations. Once we had a clearer idea of what our message would be, we worked across time-zones to quickly develop, test, and iterate concepts, leaning on our rapid prototyping process to push the final versions out into the world within just two weeks. With case numbers soaring globally, we knew that the sooner we launched the campaign, the more immediate the impact on the health and wellbeing of our target communities.
Since its launch, the “In Our Hands” campaign has been translated into 47 languages and disseminated by more than 29 organizations, 170 social media influencers, and 375 Catholic Sisters. This work is another example of Alight’s capacity for mobilizing their teams around the world to create a scaled solution that is still deeply rooted in the communities they serve.