UMass Amherst COVID Campaign

Going back to school in the summer of 2020 was a matter of life or death. And UMass Amherst needed a COVID public health campaign to keep everyone on campus safe. Problem was, students didn’t want to be preached to.

So we developed a tag line and campaign based in empathy. It communicates utterly necessary messages in a way that makes students feel heard through the very real lens of one human truth: this pandemic makes things super weird.