Office of the Governor "Mask-up" Campaign

To unite the state in avoiding the spread of COVID-19, Covalent was asked to assist the Governor’s Office by providing a serious message with a Louisiana twist. The “Mask-up” campaign encourages everyone to “be smart and do your part” and includes pre-roll video, digital ads, social media posts and ads, as well as billboards and ongoing updates to the Governor’s website.

The “Mask Up” campaign was launched in 2020 as a result of the COVID-19 pandemic. Due to the rapid spike in cases across the state of Louisiana, John Bel Edwards requested an effective and efficient response campaign that encouraged Louisiana residents to wear masks, stay home (if possible) and social distance to protect themselves and others. Covalent Logic was tasked with humanizing and personalizing the mask mandate.We developed messaging using cultural terms and verbiage that resonated with locals, and as a result, the campaign was successful as the governor’s office was able to track incoming traffic and engagement to their website through the duration of the campaign.