April 10, 2020
Omni-channel, multistep approach with PHASE 1 expressing appreciation and PHASE 2 showing support for the healthcare community. PHASE 1b shines recognition on BD associates, who have come together as ONE BD, answering the call to support the healthcare community and one another during this trying time.
The objective of this phase of the campaign is to simply thank the healthcare community for working tirelessly in the fight against COVID-19. The message is personal in nature, with a true, deepfelt sentiment of thanks.
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 a greater good for people everywhere.
The purpose of the COVID-19 thank you campaign is to express deep gratitude to the healthcare community for their tireless efforts in the fight against COVID-19.
There are so many individuals, beyond nurses and doctors, who are raising arms in our battle with this unwavering virus. We want them all to know that they are recognized for their efforts.
Step 01 – Creative Brief
Creating a COVID-19 Thank You campaign
Step 02 – Competitive Landscape
Competitive landscape of companies that have already been offering thank you messages.
Step 03 – Creative Concepts – Round One & Two
Various rounds of creative development and presentation to the U.S. Region Directors and BD Executives.
Step 04 – Final Creative Concepts
Finalization of creative for print and digital.
Step 05 – Communications Toolkit
This toolkit includes the assets you need to help spread BD gratitude across all business units so the healthcare community can hear that we truly appreciate all they are doing in the tireless battle against COVID-19.