DPAA, Madwell Collaborate on Global PSA Campaign to Fight Coronavirus


‘We Are the Countervirus’ launches on OOH screens in US, Canada, UK, EMEA, Asia and additional countries  

NEW YORK, March 27, 2020 – DPAA, the leading global organization for all advertising and content outside the home, and independent ad agency Madwell have teamed up to create a global PSA campaign to stem the tide of the coronavirus.

We Are the Countervirus” has launched on out-of-home screens in the U.S., Canada, U.K., EMEA, Asia and additional parts of the globe, ultimately expected to encompass hundreds of thousands of screens. The campaign harnesses the power of digital OOH on a global scale plus WHO and CDC messaging in an impactful fashion to share information on slowing the spread of COVID-19 by providing actionable, clear steps to #flatteningthecurve. 

The campaign, in both animated and static formats, utilizes a variety of tailored creative executions to remind the public that this virus takes us to stop infecting us. DPAA president and CEO Barry Frey and Madwell CCO Chris Sojka recently discussed their shared feelings of responsibility to leverage the power of marketing to tackle the pandemic head-on. This brought on the idea of the proposal to use the DPAA platform and member partners to host the campaign, which is also available to non-members of the organization.

DPAA and Madwell are starting to see the campaign take on a life of its own via social and other media.

Frey said, “It is critically important to target those who are still out and about to convey they should be limiting their movement for their safety and society’s. Throughout the U.S. and the world there are many pockets where people are still outside in varying degrees and this campaign, distributed by our global membership and others, will reach them.”

Sojka said, “Using the combined power of Madwell and the DPAA, we hope we can make a difference pushing for social distancing, informing people about best practices, and thanking those on the frontlines who are keeping the world turning, like truck drivers, nurses and doctors. Spreading this message is important to us in helping to slow the spread, and we’re encouraging everyone to share the content anyway they can.”

DPAA, the leading global organization working to drive out-of-home into its digital future, functions as a business accelerator and concierge/consultant for members. Membership in the DPAA community brings many benefits, including admission to quarterly “mini summit” meetings with ad industry and DOOH leaders; access to curated VIP tours and meetings at CES and Cannes Lions; an extensive database of research, best practices and case studies; tools for planning, training and forecasting; social media amplification; publication discounts; an opportunity to participate in media partnerships; insights on software and hardware solutions; further integration into the advertising ecosystem as part of the video everywhere conversation and marketing campaign; and more. DPAA’s 2020 Video Everywhere Summit, the industry’s largest one-day media event, will be held Tuesday, October 13 in New York.

In 2018, DPAA launched WE.DOOH™ (Women’s Empowerment for the Digital Out-of-Home Industry), an initiative designed to aid and empower women in the digital out-of-home industry. The initiative provides a wide range of activities, including personal development programs, educational webinars, networking events and other support services.

 About Madwell

 Founded in 2010, Madwell is an independent agency with offices in Brooklyn, Denver and Hong Kong. They believe in an interdisciplinary, medium-neutral approach to brand building that communicates a strong, focused message. Madwell’s integrated services allow them to research, develop, and activate a creative idea all the way from strategy to execution, and their diverse client roster has allowed them to master agile creativity and compete with industry leaders in categories including CPG, family brands, and sports and fitness. Madwell is known for executing campaigns including Harmless Harvest’s “Suspiciously Good” and Visible’s “Unlimited Massages” activation in downtown Denver.

 About DPAA

 Founded in 2006, DPAA is the leading global organization for all advertising and content outside the home. DPAA has created a strong community environment in which members drive and promote their digital capabilities. DPAA is a business accelerator that fosters collaboration between agencies and the DOOH community, providing industry-wide research and best practices in areas such as mobile integration and programmatic; and promotes the effectiveness of DOOH advertising. DPAA has spearheaded programmatic development, standards and adoption for the DOOH industry.

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