DON’T BE EL PASSIVE: COVID-19 Restriction awareness Social Media Campaign

L = Executive Creative Director

In April 2020, COVID-19 restrictions were in place in El Paso, Texas, yet many people were choosing to ignore them. Large family gatherings were happening all over the city, mask wearing was a rarity and social distancing was scarce. Consequently, the number of COVID-19 cases in our city began to rise steadily.

I developed this simple animated social media content (see below) with my creative team to help convince our city to follow the recommended guidelines. The slogan "Don't be El Passive" was inspired by the popular hashtag #ElPasoStrong which became a mantra for our city after the horrific Walmart shooting of August 2019. “Don’t Be El Passive” was a reminder that we are a city of strong people who persevere through difficulty by lifting up and take care of one another. A lack of responsibility to others was not in our character, and the cost of this passiveness could be the unthinkable.

These videos lived on our agency Facebook and Instagram pages. We also partnered with a local radio station to create a radio spot and expand the reach of our message.