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BD – You mean the world. Thank you

Date

April 10, 2020

Category
BD
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.

Strategy

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.

Objective

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