Case Study · Federal Campaign
The Fight Is In Us
Produced at Wondros, a mission-driven creative agency founded by Jesse Dylan.The Federal COVID Response Team needed to dramatically accelerate COVID-19 convalescent plasma donations at a moment when hospitals were overwhelmed. The hardest-hit communities — Latino and Black populations — were also the least likely to be reached by standard public health messaging.
Formative research, integrated creative and media with city-specific messaging, and continuous measurement. Social media, OOH, national broadcast, and direct community outreach — with trusted local voices and Spanish-language creative from day one.
Platform-native content across Facebook, Instagram, and Twitter — with hero characters and messaging tailored city-by-city.
Transit advertising placed in MSAs where public transportation reaches the highest concentrations of Latino and Black communities.
Animated hero video, Surgeon General Jerome Adams PSA, and national broadcast spots across networks.
