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Masking Up with Econet

PLAY A PART IN SAVING LIFE

Masking Up with Econet

PLAY A PART IN SAVING LIFE

The Challenge

Wearing masks can be pretty boring, and at times tedious. However, there is no doubt that it is an essential measure to take, to combat the COVID-19 pandemic.

To encourage people all around the world to play their part in curbing the spread of COVID-19, Econet decided to launch a campaign that would speak to the public regarding such issues. Our task was to thoroughly equip our audience with the right information they needed to keep themselves, loved ones and communities safe from COVID-19.

Execution

The Mask Up campaign was created to offer communication on proper mask-wearing and care practices in addition to advice from WHO and other health experts.

The general message was #MaskUp whenever you leave your home to reduce the spread of COVID-19. We did this through short 45-second animations, radio jingle, as well as social media posts that had a clear and simple messaging structure, thanks to the creative minds here at Dicomm McCann.

We also initiated a competition where participants were asked to design a mask. They would post their pictures wearing masks they designed themselves. Through interactive activations like the Augmented Reality filter that enabled people to change the colours of the masks, we managed to engage the audience in a fun way and spread the #MaskUp Zimbabwe message. This was an innovative way to promote the campaign as many people realised they could still slay their favourite outfits with a matching mask.

Results

The campaign went off without any hassles, obtaining a 52% participation rate. Participants commented so much on the campaign posts – a sign that they were engaging with the campaign. Bit by bit, you could tell that the myths surrounding wearing masks were gradually being swallowed up by the facts presented in our campaign.

The Challenge

Wearing masks can be pretty boring, and at times tedious. However, there is no doubt that it is an essential measure to take, to combat the COVID-19 pandemic.

To encourage people all around the world to play their part in curbing the spread of COVID-19, Econet decided to launch a campaign that would speak to the public regarding such issues. Our task was to thoroughly equip our audience with the right information they needed to keep themselves, loved ones and communities safe from COVID-19.

Execution

The Mask Up campaign was created to offer communication on proper mask-wearing and care practices in addition to advice from WHO and other health experts.

The general message was #MaskUp whenever you leave your home to reduce the spread of COVID-19. We did this through short 45-second animations, radio jingle, as well as social media posts that had a clear and simple messaging structure, thanks to the creative minds here at Dicomm McCann.

We also initiated a competition where participants were asked to design a mask. They would post their pictures wearing masks they designed themselves. Through interactive activations like the Augmented Reality filter that enabled people to change the colours of the masks, we managed to engage the audience in a fun way and spread the #MaskUp Zimbabwe message. This was an innovative way to promote the campaign as many people realised they could still slay their favourite outfits with a matching mask.

Results

The campaign went off without any hassles, obtaining a 52% participation rate. Participants commented so much on the campaign posts – a sign that they were engaging with the campaign. Bit by bit, you could tell that the myths surrounding wearing masks were gradually being swallowed up by the facts presented in our campaign.