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BD – You mean the world. Thank you


April 10, 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.


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.

  • Message: Appreciation
  • Target audience: U.S. healthcare community
  • Tone: Authentic, heartfelt and genuine
  • Voice: Compassionate and personal

Creative execution/tactics

  • Print ads—2 options
  • Social media—2 options
  • Digital display