Public awareness. It’s a goal most organizations want to achieve, but rarely does a campaign become a catalyst in public action – until now.
Berkshire Healthcare Systems (BHS), a leading non-profit provider of superior quality and senior healthcare services, united with the City of Pittsfield to reignite Berkshire County’s passion for preventing the spread of COVID-19. The campaign resulted from stirrings of hope following the vaccine’s arrival.
Pittsfield had its fair share of COVID-19 cases in 2020, with Berkshire County being the first with community spread in Massachusetts. Though many factors contributed to the spread, Pittsfield knew public compliance with safety measures would decrease cases. And with BHS taking care of one of the most vulnerable populations, the dynamic duo formed.
While many ideas for the campaign bounced around, one rose above the rest: reminding Pittsfield’s residents about life before COVID-19. Everyone missed cheering at baseball stadiums, going out with friends, or even smiling at a stranger on the street. Everyone missed Pittsfield – so the campaign decided to bring it back.
After a few concepts, design sessions and Zooms, the campaign emerged. “Bring back the joys of life” appeared on billboards and shined as beacons of hope for better days. “No more empty seats” and “Stay in the fight” became a rallying cry online and offline in radio spots, print ads, digital placements, and promotional items including social distancing floor decals.
With the help of a local photographer, BHS and the City of Pittsfield captured the people who make Pittsfield the city it is today – bringing the message home. The campaign also received media attention, appearing in the Berkshire Eagle and WUPE-WUPEFM.
Along with the city initiative, BHS ran another campaign: “Berkshire Tough.” As many of its staff leave work at the end of the day, BHS wanted to ensure the same safety excellence continued after hours and in the surrounding community. Internal posters, billboards, social media, and digital ads patched the gaps in the Berkshire community with determination and hope.
#BerkshireTough continues beating in the hearts of Berkshire County residents, acting as the marching drum in the fight against COVID-19. Soon, empty seats will be things of the past.