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BD Healthcare Community Appreciation + Support


May 15, 2020

About This Project

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.

  • 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