Peace of mind and virus. Prague has a new vaccination campaign: Marketing journal
Nov 25, 2021
| Petr Michl
The City of Prague wishes you a Merry Christmas, New Year’s Eve and a happy new castle.
The City of Prague continues its efforts to support vaccination against Covid-19’s own communication campaign. It is based on creativity from DDB Prague from the summer, which changed the names of famous Prague places. However, this time the agency plays its word game using Christmas terms.
This adds a tester to the ball and sled. Christmas and New Year will add a new castle. The goal is to remind people that when they associate during the holidays, they should behave responsibly.
The campaign also includes two new ones radio spotswhich, with exaggeration, dramatizes the inconveniences associated with lockdown. The first deals with the motive of the teacher ‘s struggle with distance learning, the second deals with the pitfalls of video calling and working from home.
Through the campaign, the city wants to reach a hesitant part of the unvaccinated, of whom there are over 300,000 in Prague. “We are continuing the excellent cooperation in the previous campaign, which was very well evaluated by the lay and professional public and won awards at the ADC Czech Creative Awards.. We believe that in the run-up to Christmas, communication in public space should be more non-violent and conciliatory, “ states the mayor Zdeněk Hřib.
“There is already a lot of fear and haunting about this topic. So we decided to follow up on the previous concept and capture the new visuals and radio spots in a light way. This is despite the fact that the key message is meant very seriously. “ she said Dora Pružincová, Chief Creative Officer DDB Prague.
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