Shout out to CTP Boston for sending in a Stay Sharp feature!
The Challenge:
Encourage Bostonians to stay home and away from the Boston Marathon course on Patriots’ Day, aka Marathon Monday, to support public health and promote social distancing.
The Campaign:
To maximize engagement, awareness, and impact in a way that served the public health interests of the region, CTP quickly concepted and produced a public service campaign for Fundación MAPFRE, in partnership with The City of Boston.
The plan was to promote the video across a variety of paid, earned, social and owned channels on the days leading up to Patriots’ Day. The PSA was created in four days and included a voiceover by Boston Mayor Marty Walsh, helping to drive additional visibility.
To get the word out quickly and take a leadership role during one of the most anticipated holidays in Boston, we released the PSA the Thursday before Patriots’ Day. We pitched the PSA to local broadcast outlets, local and national reporters, and influencers with suggested social copy, in addition to local running clubs who missed out on the marathon this year.
Results:
During a five-day, cross-platform media push, we drove more than 350,000 views, 13,360 engagements, 11 pieces of earned media coverage, and 180 pro bono broadcast TV spots for an estimated $215,000 in value.
