Amidst the COVID-19 pandemic, the ACT Government placed its trust in CRE8IVE to convey a message of unity and hope to the people of Canberra, as we faced the challenges of a global health crisis together. During these uncertain times, CRE8IVE was honoured to lend support to the community in the best way we know how.
In 2020, every Canberran was directly affected by the sudden onset of COVID-19. CRE8IVE was proud to play our part to reassure Canberrans with a strong message of leadership and connection from the ACT Government.
We identified the need for immediate messaging to empower all Canberrans to act towards a collective goal. The message needed to be clear and succinct. It was important that our message evolved to stay relevant.
We created a brand mark that would feature on all future ACT Government COVID-19 news and updates. This was coupled with two videos, featuring genuine footage of Canberrans adapting in lockdown.
The videos were immensely successful with two versions delivered; the full-length 60-second and a 30-second version. The shared experiences resonated with people and supported the ACT Government’s message of care, trust, leadership and authority.
The videos had an organic reach of over a million people and positive comments in the thousands. There was also widespread traditional media pick-up across The Canberra Times, HerCanberra, The Riot ACT, WIN News and Canberra FM.
Organic reach of over one million people
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