Integrated Campaign | Extension
I’M RIGHT HERE | Cultural & Community Extension
Adapting a brand launch in real time for COVID, then extending it into a lasting public tribute.
Context
A launch date that met a pandemic.
I’M RIGHT HERE had launched as a brand platform, but its second phase was scheduled for April 2020, just as COVID-19 reshaped what the brand needed to say and how associates needed to be recognized.
Action
Reassurance first, recognition after.
I adapted the IRH2 launch in real time, shifting messaging to reassurance, continuity of care, and frontline presence rather than a scheduled campaign beat. I then expanded the platform into Healthcare Heroes, introducing healthcare-hero storytelling and symbolic recognition that culminated in a large-scale public mural honoring healers, helpers, and heroes.
Result
A lasting public tribute that extended the platform's reach.
Reinforced I’M RIGHT HERE as a lived promise through the pandemic and delivered a lasting public tribute, the Healthcare Heroes mural, extending the brand platform’s relevance beyond its original campaign cycle.
Video
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