May 15, 2020
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.
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.