Detroit Health Department Launches New Ad Campaign Aimed At Promoting A Safe Holiday Season

Press release from The City of Detroit:

As the number of COVID-19 cases and hospitalizations in Detroit continue their upward trend just before the start of the holiday season, the Detroit Health Department is launching a brand new digital media advertising campaign entitled, “Holidays Reimagined.” The new Health Department campaign takes a lighthearted approach and invites residents to share reimaged holiday festivity photos using the hashtag #HolidayReimagined. The Detroit Health Department digital media campaign kicks off today and runs through January 2, 2021.

The Health Department’s new digital ad campaign focuses less on the things residents should not do, such as organizing large gatherings, hosting potlucks or dining indoors. One such video features Chief Public Health Officer Denise Fair inviting residents to create new traditions with family and friends. In another video, Fair is joined by Ken Berkovitz, MD, FACC, senior vice president, Ascension, and ministry market executive, Ascension Michigan; Audrey Gregory, Ph.D., group CEO, Detroit Medical Center; and Wright Lassiter III, president and CEO, Henry Ford Health System, who each offer suggestions for safe holiday activities. And though the campaign focuses on what families CAN do, a few widely known COVID-19 safety tips are also included, such as “get a flu shot," "wear a mask," and “social distance.”

“Following confirmation of the city’s first case in early March, most of our messaging focused on many of the ‘don’ts’ toward flattening the curve,” said Fair. “Our residents are smart and have consistently responded to our communication, that’s why we’ve taken this approach to uplift and inspire Detroiters to think outside the box and have some fun. Our vital healthcare partners are also featured in this campaign demonstrating our mutual goal toward lessening the number of residents hospitalized from this virus, and our hearts go out to families who will be missing loved ones, especially this time of year.”

In addition to messaging spoken directly into the camera from Berkovitz, Fair, Gregory and Lassiter, one of the videos features a variety of humorous scenes including an Uncle Ruckus character who doesn’t realize he’s on mute while attempting to communicate with family during a Zoom holiday dinner. The six-week campaign also capitalizes on increased audiences on social media due to the pandemic. The campaign also intends to reach all ages of Detroiters via Facebook, Instagram, YouTube, and digital display.

The Detroit Health Department utilized metro Detroit firm West 12 Production to create and produce its “Holidays Reimagined” digital campaign.

View the 30-second spot here and the 15-second spot here.

This press release was produced by the City of Detroit. The views expressed here are the author’s own.