According to the White House’s March 18 announcement, the multipronged messaging strategy will produce several public service announcements, educational resources, social media campaigns and commercials that provide Americans with information about social distancing, personal hygiene and mental health amid the spread of COVID-19.
All content will run during ad blocks donated by the media to the CDC and HHS.
Specifically, the coalition’s public messaging will include:
- PSAs featuring Melania Trump, Surgeon General Jerome Adams, MD, Anthony Fauci, MD, Deborah Birx, MD, and other administration officials
- Videos and graphics in both English and Spanish, created by NBCUniversal
- “#AloneTogether” and “We’re in This Together” social media and advertising campaigns tailored to ViacomCBS’ various audiences, including CBS, MTV, Nickelodeon and more
- Messaging about social distancing and high-risk populations shared across the national network of iHeartMedia radio stations
- Parent- and family-centric information distributed across the ABC and Disney network of channels and media platforms
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