BD Healthcare Community Appreciation + Support

Campaign theme: You mean the world. Thank you.

BD has many defining characteristics, among which being human is paramount. Our brand is ingrained with the fundamentals to promote well-being, hope and greater good for all.

The purpose of the COVID-19 thank you campaign is to express deep gratitude to the U.S. healthcare community and our BD family for their tireless efforts in the fight against COVID-19.

Objective

Leverage the You Mean the World theme and appreciation messaging from Phase 1, adding in a layer of support. The language is direct, underlining our efforts to help healthcare workers get the materials and resources they need to perform optimally in the fight against COVID-19.

• Message: Appreciation + support
• Target audience: U.S. healthcare community
• Tone: Personal and human
• Voice: Appreciative and supportive

Creative execution/tactics

• Print
• Social media
• Email
• Digital ads