#InThisTogether
Convincing a whole
state to stay in
Get the word out to every Indiana resident about crucial ways to protect their health during the COVID-19 pandemic.
In the early days of the COVID-19 pandemic, Well Done created its own social media campaignâStayINâthat asked Hoosiers to pull together and slow COVIDâs spread by staying indoors. Pharmaceutical giant Eli Lilly and Company took notice and asked us to collaborate with them for a statewide outreach campaignâand #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 pageâespecially in the midst of the pandemicâwasnât easy, but by creating a library of visual assets, a usersâ 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 weâd engaged with well over a million peopleâand much more importantâgot them the information they needed to âSpread the Word, Not the Virus.â
Between our campaign landing page, partner messaging, and #INThisTogether social media hashtag, we generated one billion collective views.
We inspired and aggregated 46,000 social media posts of user-generated content. We further boosted our campaignâs message by earning 730 media hits statewide.
Through a targeted LinkedIn paid campaign, we drove a click-through rate that was five times the platformâs average.