Rhode Islanders Humorously Warned, “Don’t Tempt 2020” in New Flu Vaccine Campaign

12/9/20

In an effort to protect a healthcare system stretched thin by the COVID-19 pandemic the Rhode Island Department of Health and NAIL Communications have an urgent message for residents who haven’t gotten a flu shot: Don’t Tempt 2020!

“It’s been a difficult year. A pandemic, forest fires, political unrest…even murder hornets. It’s enough to make one think that 2020 is cursed,” says creative partner Brian Gross. “Getting a flu shot in an ordinary year is a no brainer. So why would you risk not getting one in a year where everything that can go sideways has?”

The “Don’t Tempt 2020” campaign connects the decision not to get a flu shot with activities that are also terrible ideas in 2020—trying to contact aliens; opening a mummy’s tomb; mortgaging your house for a stock tip; and enjoying an all-you-can-eat buffet on a cruise ship.

Video Links:

Aliens: https://youtu.be/QRn21-Es-Mg

Cruise: https://youtu.be/J7GkQFNKCvE

Mummy: https://youtu.be/DmHUJ7jmOP8

Stock: https://youtu.be/yTVBv9lgGJ0

“The dangers of this year’s flu season are enormous. We had to ditch the typical public health messaging to “do the right thing” in favor of something more attention getting. And one thing was clear; the stress of 2020 is real and people are just waiting for the next shoe to drop, so we leaned into humor” continued Gross. “We had no choice but to make an unprecedented campaign for an unprecedented year.”

The campaign is reaching residents via connected television, social media, outdoor and digital.

About NAIL:

Headquartered in Providence, R.I., NAIL, www.nail.cc, is a creative consultancy specializing in advertising, design and branding communications for a roster of clients including Lifespan, Navigant, and HopeHealth.

Creative Credits:

  • Director: Michael Mitchell of Reflection Pictures
  • Editor: Jack McKenna
  • Executive Producer: Megan Pfaffenroth of Reflection Pictures
  • Agency Producer: Jaki Selwyn and Kati Mennett
  • Audio Mixing: Tom Love
  • Postproduction; editorial assistance: BYB Pictures, Jack McKenna, Simon Allen, Sam Holland,
  • CD: Brian Gross + Alec Beckett
  • AD: Sam Holland
  • CW: Victor DeJesus
  • Strategy: Stephen Fitch
  • Account Manager: Chris Brown
  • Project Managers: Ryan Garber and Harley Wood

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