Convincing a whole
state to stay in

In the early days of the COVID-19 pandemic, Well Done created its own social media campaign—StayIN—that asked Hoosiers to pull together and slow COVID’s spread by staying indoors. Pharmaceutical giant Eli Lilly and Company took notice and asked us to collaborate with them for a statewide outreach campaign—and #InThisTogether was born.

To resonate with Hoosiers, our messaging and visuals had to be distinctly, authentically Indiana. So we created a logo using the outline of our state that was flexible enough for our 70+ corporate and community partners to insert their own visual references like the Indianapolis Motor Speedway, Purdue University, and other iconic Indiana locations. We also provided scripts for influencers including the Indianapolis Colts mascot Blue and WNBA All-Star Tamika Catchings to record their own messages of encouragement.

With that many partners onboard, keeping everyone on the same page—especially in the midst of the pandemic—wasn’t easy, but by creating a library of visual assets, a users’ guide, and a weekly newsletter full of tips for creators, we were able to create a cohesive brand that easily integrated with other, established brands. Our work also included social posts, PSAs, digital ads, billboards, PR events, and a landing page to serve as the hub for the entire campaign.

By the end of it all we’d engaged with well over a million people—and much more important—got them the information they needed to “Spread the Word, Not the Virus.”