COVID-19 Response Campaign

Northeastern University reopened its main Boston campus a few months after the COVID-19 pandemic began. But we needed to keep our community safe—and united. So our marketing team created a multichannel campaign to influence health behaviors and educate students, faculty, and staff about campus COVID protocols like masking, testing, and social distancing. We called it “Protect the Pack,” a play on Northeastern’s Husky mascot. The campaign forged a sense of togetherness and shared responsibility at a time when many on campus felt isolated.

The eight-month campaign included 30+ digital and print assets, from campus murals to social media posts. It was embraced by students and the entire Northeastern community, generating 7 million social views and 25 million impressions and contributing to widespread compliance and campus COVID rates of less than 1%. The campaign also earned a CASE Gold Award, the highest recognition for higher education marketing. View the video below to learn more.

I contributed:

Research | Content Strategy | Writing + Editing | Project Management