This project came to us through our President and CMO, Jeff Graham. An old college buddy was watching the news reports of Italians singing to each other on balconies while quarantined. That may be what Italians do, but he wondered what we can do as Americans to rally and do the things we need to do to get through the COVID-19 pandemic. He wanted a big idea that called individuals to step up and take collective action, and he wanted to do it in a way that celebrated who we always have been as Americans—tough, fierce, strong, and capable of facing down the world’s greatest challenges. It was also crucial that the campaign be politically neutral.
Within 24 hours, a small team assembled the idea for The Cure Is US campaign. We created a website, graphics for social sharing and printing, and we set up an automated email responder to give pledge-takers exclusive graphics. The downloadable campaign toolkit includes a thank you sign for locked-down homeowners to place in front-facing windows to thank first responders, images sized to all major social media platforms, and a phone background/lock screen to remind you to clean and disinfect your phone frequently. For DIYers, we also included SVG files so people can own this work and create whatever they’d like to spread the message, not the virus. From t-shirts to mugs to giant banners to hang on their front porches – we need everyone can take part, because the cure is US.