The task was to communicate one or more of 6 key public health messages – personal hygiene, social distancing, know the symptoms, kindness contagion, myth-busting, and do more, donate – through any creative medium.

Strategy

Unite two key messages – personal hygiene and myth-busting – into one communication that encourages people to fight against the Pandemic by protecting themselves and others.

Idea

There are two things we can use to stop the spread of the virus - our brains and soap.  Luckily, everyone has both readily available and can use both simultaneously. With the visually striking image of a brain “built” with soap and the famous “Use it.” tagline, the poster communicates two 2 messages:

USE SOAP = wash your hands frequently.
USE YOUR BRAIN = think for yourself and don’t give in to panic or misinformation.

Execution

The poster was created through CGI and disseminated through social media.

The poster (the only submission from Armenia) reached its goal. Out of thousands of submissions from around the world, it was selected by the UN to be included in the official UN COVID-19 Response Creative Content Hub.

The work was actively shared on social media across the world, including by blogs/forums with large followings, such as Miami Ad School, Entrepreneur Magazine, etc.

In Armenia, the poster was so popular that the Municipality of Gyumri requested to place the poster in a city bus stop, free of charge.