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The Ad Council ramps up industry-wide Covid-19 reponse efforts

Finding real purpose amid the global pandemic, the Ad Council has been hard at work on its ongoing national Covid-19 response efforts, including a mental health campaign and a public service announcement (PSA) to thank essential workers.

Considering the spike in mental health issues during lockdown, the Ad Council, Comedy Central and ViacomCBS’ Entertainment & Youth Brands have released the second phase of the #AloneTogether campaign to help those who may be really struggling.

The global campaign responds to research conducted by MTV that found a majority of Americans (56%) were not seeking help for their mental health despite a 37% decrease in the general mental wellness since the pandemic began in March.

With 42% reporting that their mental health is ‘fair’ or ‘poor’ versus 26% citing ‘excellent’ or ‘very good’ mental health, the study found women and lower-income groups are over-indexing for feeling 'fair,’ and Gen Z is most likely to acknowledge feeling ‘poor.’

Of those who identified as feeling ‘fair’ or ‘poor,’ the research revealed that 37% are not seeking help because what they believe is a lack of need for it and 34% noting that any need ‘will pass.’

In a bid to combat this mentality, the partnership have launched a website focused on addressing the effects of isolation on mental health. The online hub offers actionable resources to help people 'Stay Calm', 'Stay Connected', and 'Stay Active while they 'Stay Home.'

To point people in the direction of the website, a suite of PSA's have been created for broadcast, print, digital and social media. It also includes an activation with TikTok influencers and a print PSA with Hearst.

Alongside its latest #AloneTogether PSA, the Ad Council has created a campaign to thank those on the front lines of the Covid-19 pandemic that features the unreleased new song from Alicia Keys, 'Good Job.'

Designed to show gratitude for all essential workers, including doctors, delivery drivers, grocery store workers, the campaign is supported by Ally Financial, Clear Channel, New Traditions, New York Times, Outcome Health, Vistar, and additional partners, the Out There For Us initiative utilizes digital out-of-home (OOH) advertising space and video to display messages of thanks to those continuing to leave their homes and power American society: essential workers.

Developed pro bono by creative agency R/GA, the OOH and video assets thank essential workers in specific professions including health workers, truck drivers, caregivers, grocers, sanitation workers, police officers, and more.

“Taking care of your mental health, and checking in with your friends and loved ones, are very important during this crisis, particularly while we’re social distancing and many are feeling isolated,” says Lisa Sherman, president and chief exec of the Ad Council.

“We’re proud to help build on the powerful #AloneTogether platform with these critical messages and resources, and grateful to all of our partners for working with us to amplify the message.”

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