Penn State: Mask Up or Pack Up – Penn State's Response to the COVID-19 Pandemic

Penn State, a university in Pennsylvania, encouraged its staff and students to follow COVID-19 protocols by launching a campaign through digital and print that reminded them to wear their face masks or risk being sent home.

Campaign details

Brand: Penn StateAdvertiser: Penn StateAgency: M Booth Health & M Booth

Situation Analysis

Every fall semester, Penn State students eagerly anticipate the opportunity to come together for a cherished college experience. Maintaining on-campus learning, research and camaraderie in support of students' academic goals and personal growth - during a global pandemic - was an unprecedented test for the university community.

Challenge:

Penn State needed to convince students of the necessity for everyone to do their part to limit the spread of COVID-19, given the pandemic's spike in cases nationally and impending influx...

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